VEDIKA BHAIA AUGUST 15, 2022

Marketing Psychology
Let's understand how humans think.
 Authority
Glossier leverages Authority to
boost the trustworthiness of
their product; “Pro Tip” infers
that this is the eyeliner that
professionals use.
Authority refers to the theory
that consumers trust people
who are in charge.
 Liking
The NastyGal email leverages
likeability because it uses the
vocabulary of its target
audience and shows women
that reflect their audience in
physical attractiveness and
similarity.

Liking can be instilled by:

Physical attractiveness
Similarity
Association
Cooperation or contact
 Price Sensitivity
This Spotify discount targets
students. So it’s no wonder that
they appeal to their tight wallets
with a tempting discount.
Understanding how your
consumers react to different
price levels shows your
awareness of your price point,
consumer demand, and your
operating marketplace.
Urgency Scarcity
In this admission form by Crack
The Socials Academy, Urgency
Scarcity is leveraged by
implying that there are only 50
seats available for the course at
such a deal price. Scarcity
instills a sense of urgency in the
interested students.
 Social Proof
In marketing, Social Proof can be
shown with copy promoting
things like:

Fans
Reviews
Popularity
Bestsellers
Other shoppers
looking/buying your
products
Influencer marketing
 Unity

Nike's training app leverages

Unity by asking their customers
to come train with them. Unity is
also a form of Social Proof
because it encourages people
to be a part of something.

Togetherness can be fostered

by emphasizing a “we mentality”
or by framing your campaigns
with “be one of the few” or “join
the group”
 Loss Aversion

Famous E-commerce Giant

Walmart is known for using this
technique. The psychology of
losing something weighs more
on a person’s subconscious
than when something is won.

Individuals will do anything they

can to avoid loss.
Loss Aversion is seen in FOMO
(fear of missing out)
 Anchoring
It is generally used by
companies that work on
subscription-based models.

Anchoring is the cognitive bias

that influences how we view a
product by comparing it to
something else.
This is often seen with
discounted prices (crossing out
your previous price offering and
comparing it with the new one).
 Decoy Effect
Starbucks uses this strategy a
lot while pricing, with the high-
priced coffee making the other
two less appealing (this works
well when reframing prices of
subscriptions, in the case of
software's)
 Goal Gradient

Most E-commerce brands show

how far you are in the checkout
process, leveraging The Goal
Gradient.
The theory suggests that people
are more motivated to keep
going when they can see how
far they’ve come and how
close they are to a goal.
 IKEA-Effect
Famous shoe brand Nike
personalizes the experience by
letting their shoppers customize
their own shoes.

This leverages another trick of

the trade aptly called the IKEA-
effect. The theory suggests that
we endow objects with more
value and meaning if we
assemble them ourselves.
Endowment Effect

Buffy offers a "free trial" of their

sheets before committing to
payment.

The Endowment Effect is when

the value of an object increases
when it belongs to someone. So
after a trial, we are less likely to
give the object up.
 Halo Effect

If you can provide guarantees

on your products, then this will
influence how people view your
overall brand in other areas.
This is called the Halo Effect:
when a positive impression of
something influences similar
perceptions in other areas.
That's all!
My job here is done.