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Marketing Psychology: 7 Principles That Influence Consumer Behavior

Influence Consumer Behavior with Marketing Psychology

When you’re trying to grow your marketing and branding potential, it’s important that you focus on how your consumer thinks. By learning their thought processes and reverse engineering it, your company will be better able to bridge that gap.

This is a vast field of study and one you can thrive at when you learn it. Here’s what you should know about marketing psychology and how it can help your business and brand.


Why Is Marketing Psychology So Important?

For one, it cuts out the mistakes that you make, since you’ll understand your customer better.

Learning this form of psychology is a pursuit that never ends when you want to keep growing your company. However, there are some principles that will always remain constant.

Consider these tips so that you can win big with your psychology strategies:


1. Always Build a Sense of Scarcity

It’s your responsibility as a marketer to keep your customers excited and engaged. Nothing builds this like scarcity.

This is a principle of human nature. We often pay more attention to people that have a sense of mystery, rather than those that we know are always around and available. You improve your marketing potential anytime you’re able to create scarcity around what you offer.

When there are lines wrapped around the block for a new sneaker, video game console, movie ticket, or any other product, it creates a buzz that can take off like wildfire. Using some carefully worded language alone can help you create scarcity for your offerings.

For instance, if your inventory is low because something you offer is flying off the shelves, make sure to express this in your product description. It prompts people to have a sense of urgency with their purchase timetable.

You’ll often get more conversions from people who were otherwise on the fence.


2. Offer Clearer, Fewer Options

Think about popular restaurants like In N Out Burger, Shake Shack, popular food trucks, and countless pizza joints. These are often companies that know how to keep it simple and lean hard into what they do best.

This level of focus lets them narrow down options so that customers don’t have to think as much. You’ll get a better response rate when you scale down options, rather than overwhelm people with them.

Not only will this help you spare your customers from suffering decision fatigue, but they’ll also trust that you must be an expert at what you offer since your options are limited.


3. Lean on the Law of Reciprocity

It’s pure psychology for human beings to want to return the favor when you’ve offered value.

For instance, when a company or professional puts out loads of free content that helps people, they can generally sell books, seminars, courses, or other products for years to come because so many customers feel compelled to pay them back.

When mastering sales principles, learning about generalized reciprocity, balanced reciprocity, and negative reciprocity can help sharpen your toolkit.

Always seek to provide real value rather than just trying to get sales. It’ll always pay off in the long-run.


4. Create a Sense of Urgency

You also have to know to shift a person’s emotions throughout the marketing process. Most importantly, people need to feel a sense of urgency at the end of the marketing experience.

This is why a strong call to action (CTA) is so critical for bloggers and video marketers. People today have virtually unlimited options, so put effort into compelling them to do something about it sooner than later.


5. People Remember Broad Strokes More Than Details

When you’re marketing, it’s important to hit people with broad strokes that they can remember. Many marketers get lost in the specifics, which ironically makes their content more forgettable.

For instance, if you’re a non-profit organization centered around health and fitness, you might focus on weight loss results, helping people have more energy, or improving their self-esteem, rather than bogging them down with statistics and health information.

Start with broad strokes and hit them with details once they go further down the sales funnel.


6. Understand How People Respond to Different Colors

Take the time to learn how people respond to colors, so you can use the correct colors when advertising your products and services.

It’s a scientific fact that people respond in specific ways to different colors and color combinations. Knowing this information helps you have more control over your marketing strategies.


7. Intelligently Cluster Your Information

Your professionals will also be better able to remember things when you cluster together certain words or ideas. Do your research into how these clusters work, and set some ground rules for your marketing materials.

For instance, you might want to limit bits of information to seven segments so that people don’t get overwhelmed by the details.


Use Psychology to Hone Your Strategies

You can tell by the information above that marketing psychology is foundational to your success no matter what products or services you offer. Marketing is a thinking person’s pursuit, so learning about winning strategies will help you make sure every piece hits its mark.

Our company offers marketing strategies that help you get concrete results while retaining your authenticity and identity. We’d be glad to help you bring any of your goals to fruition.

We can help you with all your marketing and promotional needs. Use our contact form to reach out, or call us directly at (609)387-0030.

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