Marketing Psychology

Marketing Psychology

As you know before, psychology is the study of experiences that arise in humans, both the senses, thoughts, feelings and will.  Most people may only focus on psychology that studies human personality.  However, this human study activity can actually be seen from various aspects, namely social, educational, criminal, organ function, medical, religious, industrial and many more.  For those of you who are focused in the business world, psychology also embraces marketing psychology.  Marketing psychology will help you understand the motives that affect emotions and actions of consumers in viewing a product or service offered.  Theories in marketing psychology can be used to optimize the marketing function of your business.  It is even said that if you don't understand marketing psychology, then your marketing strategy is not exactly perfect.  In this concept there are several principles that can attract and convince consumers to conduct transactions in a business described as follows.

 Priming

 6 Principles of Marketing Psychology to Attract Consumers These principles are in line with word plays where when you say one word, then your other colleagues respond with the first word that comes to mind.  For example, one person reads the word "green", then the response obtained is "leaf".  According to Bryant and Thompson (2002), priming has two perspectives.  First, priming can occur when someone reads or watches a story on the media that activates thoughts or feelings that have been stored in the minds of previous minds because of the influence of learning and experience in the past.  Second, priming is defined as media exposure that influences a person's behavior so that they do unwanted actions, for example mimicking crime.  In psychology, that's how priming works.  When you are exposed to a stimulus, it will affect the way you respond to the stimulus.  And this is applied so that when consumers see a certain color, object or thing, what comes to their mind first is your product or service.  Fine priming techniques are usually used to make your website visitors remember key information about the products and services provided.  You can influence this by making repeated information about your products and services so that the idea is embedded in the minds of consumers.  Another way is to make something simple or even striking to be easily remembered by consumers.

 Reciprocal

 6 Principles of Marketing Psychology to Attract Consumers This reciprocal concept was introduced by Dr.  Robert Caldini in his book, Influence: Psychology of Persuasion.  This principle of reciprocity is familiar in life, where when people do something to you, you will definitely want to do something for that person.  This also applies in the world of marketing.  If you want consumers to do something about your product or service, then you should also do something for them.  This something can be in the form of attractive offers.  Who doesn't like discounts or promos?  Yes, this principle can be realized by giving discounts, promos, the convenience of shopping for certain products, free products and so on.  Or it could be just a statement of thanks addressed personally or in a form more to touch the hearts of consumers.  Consumers who are touched by your gift will definitely do something in return, it could be in the form of a purchase, contact or registration as a member.

 Social Proof

 6 Marketing Psychology Principles to Attract Consumers Social proof is a theory in which people will adopt and put trust in those they like or trust.  In marketing this is usually obtained with testimonials.  Most people will decide to buy a product or service if they see the closest people or idols they have used before.  Testimonials are often found on social media or websites of a brand.  Good testimonials can be obtained by improving quality so that your customers will voluntarily give positive opinions about your products and services.  This principle can also be slightly modified by giving attractive offers to consumers when they bring up posts related to your product in their respective accounts.  And if your business has sufficient capital or profits, you can use influencers or famous artists.

 Decoy Effect

 6 Marketing Psychology Principles to Attract Consumers This principle uses a price strategy where one price point is deliberately entered so that consumers are lured into choosing more expensive prices.  Decoy effect is also a trick that can lead consumers to shop for more goods.  The decoy effect is one of the most powerful and effective psychological techniques used by the marketing team.  An easy example, in a coffee shop, the price of coffee with a small glass of IDR 5,000 and a large glass of IDR 9,000.  With these two options, of course people will choose coffee at a price of IDR 5,000 because the 9000 figure is too expensive for a glass of coffee.  But it is different if one more option is added which is a moderate glass coffee for IDR 8,000.  Most people would move their choices to large glass coffee because with a price of only IDR 1,000, they have got coffee with a larger size.

 Scarcity

 6 Marketing Psychology Principles for Attracting Consumers These principles are in line with the supply and demand formula, where the less opportunity, content or product, the more valuable the price will be.  Scarcity will encourage consumers to buy, collect, or get something with the perception they will not get it again in the future.  To reach consumers like this you can provide the concept of scarcity as if there are 100 products.  However, due to the huge demand, there were only 3 products left, and people who were fast and lucky were able to get these popular products.  But there are also those who regard scarcity as self-esteem.  When able to get these products consumers will feel that they can control the environment.  For consumers, this can be done by making exclusive products that are only available in very small quantities.

 Baader-Meinhof phenomenon

 6 Principles of Marketing Psychology to Attract Consumers Have you ever heard of a product and started seeing it wherever you are?  This is the influence of the Baader-Meinhof phenomenon.  This phenomenon can be related to marketing automation.  Marketing automation will make a product appear on any media that consumers use if they provide contact information or IP addresses have been tracked after opening a website, social media or shopping sites.  Consumers might think this is something surprising where the product looks everywhere.  And will assume that they really are due and should buy the product.

 By understanding the principles of marketing psychology above you can find out which methods can attract consumers to choose your products and services.  In addition to understanding this principle, you are also required to understand the financial management process in your business correctly and well too.  To facilitate you, have you used accounting software that is reliable and practical for your business?  If not, don't hesitate to choose Journal.  Journals will help you manage your business financial statements more easily, so you can focus more on developing your business. #

Thank you for reading.😊🙏