What is it? Marketing psychology studies the factors that put pressure on buyers. Based on the data obtained, techniques are used to influence people's decisions. In addition, there are various psychological phenomena that you can adjust your advertising offers to.
How to use? First, you should analyze the behavior of your target audience, then study all possible psychological techniques and strategies. Knowing the initial data, it will be easier to choose one or another tool. To better understand the topic, we offer an excellent selection of books at the end of the article.
The article explains:
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Psychological foundations of consumer behavior
Models of psychological influence of advertising
Psychology of Color in Marketing
The Role of Font in Marketing
10 Psychological Methods in Marketing
Psychological phenomena in marketing
Strategies of psychological influence in marketing
Top 15 Books on Psychology in Marketing
Frequently asked questions about marketing psychology
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What does marketing psychology mean
Good marketing requires effective use of the right hemisphere of the brain, which is responsible for abstract thinking, intuition, and imagination. However, in order for marketing to bring maximum benefit, it is necessary to use the capabilities of the left hemisphere as well. In other words, it is necessary to turn to scientific research that will help establish certain patterns in the behavior and motivation of people. Using them, it will be possible to direct advertising creatives directly to human emotions and instincts, which often have a much stronger influence on behavior than dry information.
However, first, let's say a few words about why marketers need psychology in the first place.
So, according to the generally accepted definition, marketing psychology is a sub-branch of applied psychology, the subject of which is behavioral factors that determine the audience's attitude to a product or service. In other words, science studies how the presentation of a product affects its perception. The knowledge gained allows for targeted measures to be taken that will make the product more popular with buyers.
What does marketing psychology mean
This discipline is closely related to the science of consumer behavior, which studies the patterns that make a customer buy certain goods and services. Marketing psychology also has connections with other disciplines that study the brain, such as neuroscience and cognitive science.
Many people think that they make decisions deliberately and consciously. However, this is far from always true. In the modern world, the volume of information is so large that it is difficult for a person to process it in full, so certain simplified basic rules are developed in the corresponding parts of the brain that allow one to evaluate data and make decisions faster. Such simplifications are called heuristics.
Let's give a simple example. A man received his first salary and decided to go to a clothing store. He sees many T-shirts of different brands and prices on the display window. If his parents had always bought Ostin for this young man, he will most likely also choose this manufacturer. At the same time, he does not analyze the advantages and disadvantages of other brands. Heuristics suggests a simpler and faster option - to buy clothes that his parents preferred.
However, heuristic patterns often lead to erroneous decisions and cognitive biases. Cognitive biases are irrational conditions that affect human decision-making. These biases may also affect the perception of a product or brand.
Analysis of cognitive distortions of the target audience can provide an effective tool for developing a product promotion strategy. The potential effect of using customers' emotions and instincts to form an attitude towards a brand can be enormous.
You can't develop an effective marketing strategy by simply copying your competitors' solution. You need to understand how exactly this option works and adapt it to your needs.
If you manage to understand how a potential client thinks, what heuristic patterns he is focused on, this will allow you to develop a powerful targeted strategy that will greatly increase the likelihood of concluding a deal and reduce the time for this. Marketing psychology will help here.
Interestingly, using the behavioral characteristics of the masses in marketing is not new. However, today psychological sciences have advanced far in the study of their subject, providing businesses with new and effective patterns that allow them to increase sales.
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