5 psychological tricks that marketers use to influence shoppers

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5 psychological tricks that marketers use to influence shoppers
5 psychological tricks that marketers use to influence shoppers

The customer is the object of psychological tricks. The marketer in the firm uses a variety of techniques to get him to buy a core product. We present five different tricks for promoting your main product.


For advertisers, the buyer is, among other things, an object for experimentation and research. Most marketers do not have a psychological education, but, nevertheless, they often use advances in psychology to influence potential customers.

We present five psychological tricks that can lead a buyer to the right decision:

Appeal to emotion

Various studies have shown that addressing the customer's emotions has a significantly greater impact on the customer than listing the qualities of the product. In order for the client to be hooked, the marketer in the firm must understand what he expects from the acquisition for himself, and present to him all the benefits of this or that purchase.

For example, if you want to sell a computer, you have to focus on how it will change the buyer's life, and not spend time explaining how the computer works.

Professional salespeople have long recognized the importance of emotional appeal. Back in the 18th century, during the auction of the property of one brewery, the auctioneer remarked: "We are not here to sell vats and cauldrons, but to show people that they will get rich quickly with their help."

Point out flaws

You should not count on the stupidity of buyers. The client almost always doubts the advertised qualities of the product, looking for a dirty trick. To convince him, it is best to point out the shortcomings yourself.

A Volkswagen advertising poster with the headline "Lemon" went down in history. The text under the headline read: “This Volkswagen is no good. A chrome strip located on the glove compartment spoils the view; it should be replaced. If you didn't even notice it, Inspector Kurt Kroner noticed."

"Lemon" advertising has become a model of successful manipulation of potential customers, inspiring their confidence in the work of the company.


Position your product correctly

In the consumer's brain, each basic product has its own precisely designated place, its own cell. The task of a marketing specialist is to correctly position the product so that it fits perfectly into the cell common to as many customers as possible.

A skilful advertising company is also capable of pushing back competitors - repositioning them into unprofitable slots. One example of such an advertising campaign belongs to the Jif brand, which launched the slogan “Discerning Moms Choose Jif”.

In fact, the slogan hinted that if mothers did not care enough about the proper nutrition of their babies, they should turn to competitors. And what mother considers herself to be promiscuous when it comes to the health of her child?

Push on exclusivity

In Maslow's famous pyramid, right above the need for love is the need for respect. People want to feel significant, to be among the chosen few. Therefore, advertisers often invent slogans, the essence of which is as follows: “Our main product not for everyone."

Think, for example, of the famous American Express slogan: "Membership has its own privileges." However, for the exclusivity trick to work, the product must meet the stated standard. Otherwise, advertising will be counterproductive.

Advertising motors: fear, uncertainty and doubt

Fear, Uncertainty, and Doubt (Fear, Uncertainty, and Doubt) are great tools that marketers use to make consumers think and change their behavior. With the skillful use of SNS, you can completely destroy competitors, make them leave the market.

For example, Lyndon Johnson, in the 1964 presidential race against Barry Goldwater, exploited the fear of nuclear war by the Americans, making them think that Goldwater would drag them into an atomic adventure.

The Daisy commercial showed a little girl counting chamomile petals. Her voice was replaced by the voice of the announcer, who continued the countdown: "10, 9, 8, …". After zero, viewers saw a nuclear mushroom growing on the screen.

Then Lyndon Johnson's voice rang out: “Everything is at stake! Let's create a world in which all God's children can live, or we will go into the shadows. We have to love each other, or we will have to die!"

Johnson won the race, winning 44 states.

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