Marketing is strategy, marketing is psychology. Successful marketing campaigns tap into fundamental human behaviors, turning attention into action. By understanding how consumers think, feel, and decide, you can run advertising campaigns and create e-commerce solutions that not only attract clicks but also inspire conversions. Whether you're optimizing for impulse or building trust over time, small behavioral triggers can drive massive improvements in lead generation. In marketing, it's often the subtle psychological cues—not sweeping changes—that make the biggest difference.
Table of contents
- Follow the herd – social proof
- Give me something and I will buy something – reciprocity
- Three instead of two alternatives facilitate decisions
- Only three items left” - scarcity
- Try for free first, then buy (Commitment and Consistency)
- Anchoring Effect
- Framing
- Storytelling
- Contrast Principle
- Humor and Positive Emotions
- Colors and Design
- Exclusivity and Membership
Follow the herd – social proof
As soon as other buyers rate products positively, uncertainty with regard to buying from an unknown vendor decreases significantly. The trust factor is immensely important in ecommerce. Customer reviews should therefore be communicated in great numbers and with a necessary degree of transparency. Success stories on blogs, a customer evaluation system as part of your online shop or feedback on social media channels can all be valuable here.
Example
- Place customer reviews and testimonials prominently on the website, e.g., "Over 10,000 satisfied customers."
- Highlight the number of followers and interactions on social media channels.
- Use celebrities or experts as brand ambassadors.
Give me something and I will buy something – reciprocity
The American psychologist Robert B. Cialdini has researched this phenomenon. Reciprocity is common human behavior. When we receive a gift, we usually want to show our appreciation – not only with words. We want to give back to the person that has given us a gift. This psychological phenomenon is often used in marketing. Gifts tied to purchases or free knowledge (white papers etc.) and services compel customers to buy something.
Examples
- Include free product samples, discount vouchers, or gifts with purchases
- Offer free content such as e-books, white papers, or webinars in exchange for contact information
- Offer accommodating customer service to generate gratitude and loyalty
Three instead of two alternatives facilitate decisions
Customers have problems making a decision when they are confronted with two options. Experience has shown that this indecision is solved by offering a third option. This phenomenon was discovered by the marketing professor Joel Huber. A third, less useful option guides consumers to a decision.
Examples
- Offer a mid-range "Best Value" option alongside low-cost and premium options.
- Allow customers to choose between "Basic," "Standard," and "Premium" subscriptions or memberships.
- Divide products into categories such as "Popular," "Recommended," and "New" to facilitate decision-making.
“Only three items left” - scarcity
Things that are always on stock can be purchased at a later date. However, business does not survive on possible future sales, but on actual sales. If there is only a limited number of products available, it is useful to communicate this as people will be compelled to make a decision rather sooner than later. This has a lot to do with the fact that rarities appear more valuable.
Examples
- Display countdown timers for special offers that create urgency
- Offer limited editions or special editions of products
- Warn when only a few products are left in stock, e.g., "Only 2 left in stock"
Try for free first, then buy (Commitment and Consistency)
People are more willing to pay for something if they had the chance to test it beforehand. Why? People who have enjoyed services do not want to miss them later when they become fee-based. Subscriptions, additional service packages or upgrades for hotels are marketed this way.
Examples
- Offer free trial versions or trial subscriptions for software, streaming services, etc.
- Use a free initial consultation or analysis as a starting point for the sales process
- Remind customers via email after the trial period that their subscription will expire and encourage them to purchase
Anchoring Effect
The anchoring effect describes how the first price a customer sees serves as a reference point. This effect is explained by human psychology, which bases further decisions on the initial information. Marketers use the anchoring effect to make discounts or cheaper options more attractive.
Examples
- High original price is crossed out to emphasize the discount
- Recommended retail price (RRP) is significantly higher than the selling price
- Comparison with overpriced competitor products
Framing
Framing describes the way information is presented. This principle leverages human psychology, which relies on the wording and presentation of information to make decisions. Marketers use framing to emphasize positive aspects of their products and avoid negative aspects.
Examples
- Positive wording of offers ("Save 50%!" instead of "Pay only half")
- Emphasizing gains instead of losses ("Win a vacation!" instead of "Don't miss this opportunity!")
- Using words like "free," "for nothing", "free of charge"
Storytelling
Telling emotional stories:
- This storytelling example is a campaign for an environmental organization that tells the story of a young person who works to save animals and thereby inspires others.
- An advertising campaign for a company that promotes social justice tells the story of a person who was able to improve their life through the company's support.
Presenting customers as heroes:
- A campaign for a fitness studio that presents customers as heroes who have improved their health through regular exercise and nutrition.
- An advertising campaign for a company specializing in sustainable products, presenting customers as heroes who protect their environment by using these products.
Contrast Principle
Place expensive products next to cheaper ones to make the latter appear more attractive:
- An advertising campaign for a company that offers different price categories for a product to encourage customers to choose the cheaper option.
- A campaign for a company that offers different models of a product to encourage customers to choose the cheaper model.
Humor and Positive Emotions
Advertisements that evoke positive emotions are remembered longer. Use humorous or emotional content to make your brand likeable:
- An advertising campaign for a company that creates humorous videos to encourage customers to get excited about the company.
- A campaign for a company that creates emotional content to encourage customers to get involved with the company.
Colors and Design
Colors have psychological effects. Use colors that match your message and evoke positive associations:
- An advertising campaign for a company specializing in sustainable products uses green colors to create positive associations with sustainable practices.
- A campaign for a fitness company uses red to create positive associations with energy and activity.
Exclusivity and Membership
People want to be part of something special. Offer exclusive products or memberships to create a sense of belonging:
- An advertising campaign for a company that offers exclusive products available only to certain customers.
- A campaign for a company that offers a membership with special benefits and access to encourage customers to get involved.
