Rhami zeini
Class of '20
About me
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Marketing Psychology?
That is right, most of the time those annoying advertisements about anything from car insurance to potato chips are actually specifically targeted toward the human subconscious. The entire goal of an advertisement is to sell you on an idea or product, and what better way to do that than to appeal to the most basic areas of the human brain? Marketers take a lot of different factors into effect when advertising, but there are five mains ones that they focus on the most
Reciprocity
Humans, by nature, are hard wired to want to reciprocate actions. If somebody does something bad to you or people you know, you want to reciprocate. However, more importantly, if someone does something good for you, you also want to reciprocate. Marketers take advantage of this concept by sending stickers, or a free desktop wallpaper with their products, making you feel like they have done something for you.
Social Proof
Otherwise known as the me-too effect. Have you ever been to any event and arrived a little early? Nobody wants to be the first person inside, but once a couple people start to trickle in, it becomes fine. That's the basic concept behind social proof. People are more likely to follow you on social media or buy a certain product once they see how many other people already follow that account or have that product
Scarcity
We've all had that moment. Whether it be shopping for clothes, games, or even iPhones, we see that we either have one more day of sale left, or that there are only 4 more products at this "low low" price. That is the basis of scarcity. It is based off of a psychological principle called FOMO (Fear Of Missing Out), and it drives many many decisions that we make today when it comes to purchasing
The Verbatim Effect
The basic principle of the verbatim effect is that most people will remember the general idea of what you say, but not the exact. As a species we are hard wired to be able to do this. Ever heard of clickbait? Clickbait is the most textbook example of the verbatim effect at work. Most people, when they skim over an article, will remember the catchy title, but not the specifics of the actual article. Even on this page, most people will remember the names of the five marketing principles, but not the specific examples that I have provided
Loss Aversion
The final of the five marketing psychology techniques is loss aversion, and it is based off of the principle that once a human has something, they really do not want to lose this. Marketers employ this tactic all the time with free apps. Back in 2014, Spotify ran a promotion where you got an entire month of Spotify premium for free. After that free month, Spotify saw a 47% uptick in premium purchasing rates. Spotify gave the people something nice, and then they took it away, causing the people to want it much more than they ordinarily would have. The result? More people started to pay for it
