Ali AlGhadeer (Business Consultant)
Marketing Psychology

Marketing psychology applies to how a business presents itself and how consumers respond to promotional efforts.  

Marketing psychology is the study of the different   psychological reasons and motives of consumers that make them buy one product instead of another or pay twice the price of a product because it belongs to a certain brand, and then the science psychology of marketing    tries to adapt these psychological reasons and motives an influence or controlling the customer to make him buy and develop his loyalty for the brand.  

Marketing psychology attempt to understand the way consumer think, feel, and make decisions. Its aim is to impress people, and marketing psychology is to perform a calculated emotional attraction that is what is needed to get a loyal customer. 

Marketing Psychology is also of great importance in the field of digital marketing techniques, and we will see through the principles that we will discuss how to use it to attract followers and buyers. 

Psychology goals

Seek to answer questions like when? And what? And how? And try to predict the behavior of the individual. Understanding the individual's behavior, actions and psychological motives in order to reach an accurate explanation of his personality as well as knowing his strengths and weaknesses. Adjusting and regulating human behavior so that we can modify or direct it. Marketing psychology is defined as incorporating a range of psychological principles into your content, marketing, and sales strategy. , you can think of marketing psychology as a way to look for patterns in humans and assess how this relates to their purchase decisions.

The concept of psychological marketing

Marketing psychology is the practice of communication, and strategies with the predictable, human behavioral patterns that have been identified through research. Marketing psychology is a combination of two words, to know the relationship between psychology and marketing. Marketing psychology means the study of consumer behavior or what is known as “consumer psychology” and the application of the results of this study to the production or sale of various commodities, as it falls under organizational psychology. 

Psychological Marketing Goals

The study of consumer psychology helps companies and organizations improve their marketing strategies to understand the following:

Consumer behavior while shopping and making a purchase decision. A psychological study of the consumer's influence on what is around him in his surrounding environment. Knowing what may prevent the consumer from not making purchasing decisions and which affects marketing results. Help improve marketing campaigns and strategies to effectively influence the consumer and the buying process. Studying the psychology of consumer thinking and methods of choosing and preferring between many different brands.

Principles of psychological  marketing

Innovating new marketing strategies, the market is always changing and thus consumer trends change.

The marketing strategy must stimulate the senses such as hearing, sight, taste, touch and smell if possible. Ensure the consumer's feeling, as it is important for him to feel comfortable with the product or service.  

Psychology plays a big role in the marketing process, where the use of psychology can develop the marketing process and meet the specific needs of customers.  Principles of Marketing Psychology.

Principles of marketing psychology are the principles that influence consumer behavior.  

There are psychological tricks and strategies used by advertising men to influence consumers, as follows:

First, the effect of the story

It was found that the stories have a great impact in conveying the message to the audience, as the customer sympathizes with them and compares them to his personal experience, as an example of advertisements that originate from family gatherings. Advertising companies use the experiences of previous consumers and share their experiences to encourage more followers to buy the good or product.

Secondly, the fear of losing

Studies have shown that a person may make critical situations when he is about to lose something, and this is the strategy that companies use when offering free products and offers to customers.

The customer is afraid of losing the feeling he felt when using this product, which makes him buy the product this time.

Third, the repetition of the illusion

This happens when the customer repeatedly sees the product in the places he goes to, and it automatically attracts his attention, which is called selective attention which assures the customer that it appears virtually everywhere, which is called confirmation bias. Companies use this strategy to promote their products when the consumer sees the product in one place and then encounters it in another place, which makes him believe that he sees it everywhere.

Fourth, fraud

Companies use deception to make the customer feel like they've won a great deal.

For example, offering two copies of a product while offering another product along with it for free.

Fifth, social evidence

Consumers sometimes buy goods they don't need but they do so because most of society does the same. This is shown as an example when influencers are used to appear on TV advertisements for products.

Also, companies can buy fake followers on social media or what is known as “ghost followers” so that the consumer believes that they have a large base of followers and trusts them.

Sixth suggestion

It is well known in marketing psychology that when presenting a specific idea or product, the consumer associates it with another topic related to it in his mind.

For example, linking iced carbonated water products with refreshment and joy.

Seventh, the illusion of access

The consumer seeks to purchase products that appear to be scarce. Companies use these marketing tricks to get consumers to buy a product before it runs out. 

Marketing strategies.

According to one of the psychology and marketing scientists Robert Cialdini; the collective mind is one of the most important strategies for influencing consumers and persuading them to buy your product, and it is based on the fact that people like to follow others rather than take risks.

 Marketers’ psychologists to stage a successful emotional appeal to their potential consumers and successful marketers use this strategy to great effect. With a bit of research and experimentation. An important component of successful marketing understands why and how humans think and act in certain ways. All of your marketing efforts should stem from this understanding.

As an online marketer, you can take advantage of this marketing strategy by presenting opinions or recommendations issued by any of these main parties:

• Expert. 

• Influencer. 

• The wisdom of your friends.

This is why shops and sellers offer their consumers' experiences, and not just theirs. Even books try to put on the cover the tributes of great writers or critics in major newspapers as a marketing campaign.

Related News