What Are the Psychological Triggers of Marketing?




There is a famous saying in business ‘customers are the king’, which is 100% true. Customers tend to decide the fate of a business. They plan to buy goods based on their net worth, needs, wants, taste, gender, etc. 

Every customer will have his/her routine response behavior. But marketers try to drag them out of their routine purchases and influence them into extensive purchasing without their knowledge. 

Here are some of the common psychological factors marketers use in selling their products.

Scarcity

The economy is all about how we fill the gap by allocating scarce resources. The price of the product is determined by the demand for the product. The good which has high demand and low supply tends to have a higher price. This is natural scarcity. But marketers make artificial scarcity by persuading and making a product exclusive. 

The rarer or difficult it is to obtain the product, the more valuable it will be. The commonly known words in artificial scarcity include limited time, out of stock, holiday special, pre-order, clearance sale, anniversary celebration, etc. 

This influences the consumers to think that the things that are difficult to obtain are usually better than those that are easily available.

Curiosity

A psychological fact that naturally tempts the human brain to know things, click on an unknown website, try on the new food. Marketers use this as a strategy to make people buy things. 

If a consumer sees an ad, poster, or anything they don’t know about, they become curious. They make effort and spend time to know about that. This is called as ‘information gap theory’. 

Marketers make people curious about their product, convince them that it is a necessity and make them purchase it.

Anticipation

The word "anticipation" means the expectation of something, which generally means targeting potential customers and attracting them. If the advertisement attracts people, it creates expectations among consumers.

Promoting the product, blogging, celebrity endorsement, video demonstration
taking testing reviews are some of the common ways that create anticipation
among consumers.

Social Proof

There is a saying which goes for all kinds of situations, ”when uncertain, look
for what others are doing”. Before buying a product, people tend to search for
reviews online or take opinions from friends. It makes them more confident in
buying the product. 

They start to trust the company. The company use product review, celebrity endorsement, number of products sold, number of customers served on their homepage to gain customer’s trust. 

81% of the customers receive advice from friends and family before buying through social media sites. In this case, customer reviews are more important for a business regardless of small scale or large scale.

Reciprocity

The first rule of reciprocity is to offer first. Offering something first will make the customers feel special. It is human nature to offer something when you receive something first. 

It motivates customers to give reviews, share the experience with friends and family, or even maintaining the relationship as a loyal customer. Likewise, it is the ‘Give and Take policy’. 

It is human psychology to act grateful for what we get. Marketers use this method in business like offering freebies for a certain time etc.

These are only a few of the psychological triggers of marketing. As we
begin to pay more attention in our everyday life of buying things, the more we
understand the marketing.

Written By - Riduvarshini
Edited By - Akash Verma

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