This document discusses various psychological principles of marketing and how they can be applied. It covers topics like anchoring, loss aversion, perceived value, emotion, heuristics vs. systematic thinking, and more. Examples are provided to illustrate each principle. The overall message is that understanding human psychology and behavior can help marketers design more effective strategies. Sources from blogs and websites on marketing psychology are cited.

1. NeuroMarketing
Persuasion and the Psychology of Marketing

2. Psychology of Marketing
What’s in it for Me!

3. Psychology of Marketing:
Human Behavior-
Beeder-Meinhof
Phenomenon
• Clustering
Anchoring
• Loss Aversion
Perceived Value
• Creating Connections
• Boosting Credibility
What’s In
It For Me?
Imitating
Others
Influencers
Compiled by author from sources: blog.hubspot.com, business2community.com

4. Psychology of Marketing:
Words Create Connections-
The words you use
in campaigns can
affect your
audience’s behavior
Words
like you, free, or
because persuade
users to take action
You, creates a
personal connection
Free suggests an
incentive and keeps
visitors interested
Because, gives a
reason, that’s often
what visitors need
to take action
Words Affect
Us
Compiled by author from sources: searchenginejournal.com Image Source: Google Images

5. Psychology of Marketing:
Boost the Perceived Value-
If your product or service
isn’t viewed as providing
more value than the
cost, then nobody will
buy
The crucial element is to
increase the perceived
value, the perceived
value needs to outweigh
the cost
You can increase value by lowering
the price, or have a similar effect
by conveying the great results that
the user will experience more
clearly, and what it’ll mean for the
potential buyer
By using the psychology of
marketing, groveling for the
customers that are ready to buy,
you can build a lasting relationship
with consumers
Compiled by author from sources: business2community.com Image Source: Google Images

6. Psychology of Marketing:
Emotionally Appealing-
Human beings make most of
their decisions based on
emotion
Effective marketing
strategies appeal to human
emotions, making consumers
“feel” first and “think” later
The emphasis is on how your
product or service will make
the buyer feel, or how it will
eliminate an existing pain
Compiled by author from sources: business2community.com Image Source: Google Images

7. Psychology of Marketing:
Loss Aversion-
Once someone has
something,
they realllllly don't
like to lose it
Participants were
given mugs,
chocolate, or
nothing, then given
the choice to trade
objects, if they were
given nothing they
could choose one of
the two ….
 Roughly half of the participants
who started with no items chose
mugs, but 86% of those given
mugs to begin with stuck with
that item
 Marketers could ungate a feature
for a free version of their
product for a certain amount of
time
 After that, the feature could be
removed unless you upgrade or
becoming a paying customer
Compiled by author from source: blog.hubspot.com

8. Psychology of Marketing:
Anchoring-
If your
store
typically
has jeans
for $50
You will be
happy to find
them for $35
But your friend
who typically
buys them for
$20 may not
be impressed
Why it is so Hard to Resist a Sale at Your Favorite Clothing Shop?
 Anchoring: People base decisions
on the first piece of information
they receive
 Marketers running a sale want to
state the initial price and display
the sale price next to it
Compiled by author from source: blog.hubspot.com

9. Psychology of Marketing:
Heuristic vs. Systematic-
Heuristic-
 Information processed in a low-
involvement low-effort way, with
shortcuts, cues and feelings
 i.e. Purchasing tires on the advice
of your mechanic who is an expert,
also paying the higher price for the
well-known brand because those
items are generally better products
Systematic-
 Information is processed in a high-
involvement and high-effort way
 i.e. Researching brands of tires,
reading reviews, talking with a
salesperson about the best tires for
driving habits is engaging in
systematic processing
Compiled by author from source: blogmarketresearch.com

10. Psychological Theories of Thinking:
Heuristic vs. Systematic-
Systematic involves
trying to understand
the available info and
coming to a specific
belief based on it
Heuristic occurs when
people are short on time,
already invested in a
viewpoint, or are
confident it is an accurate
perception
Compiled by author from sources: blog.marketresearch.com Image Source: Google Images

11. Psychological Theories of Thinking:
Stroop Test-
 Try to read out loud the color of
the words displayed
 You’ll probably find yourself
(Systematic) struggling to fight the
(Heuristic) response, which is to
read out the word instead of its
color
Compiled by author from sources: blog.marketresearch.com, mercercognitivepsychology.pbworks.com Image Source: Google Images

12. Psychology of Marketing:
Heuristic Model-
Consumers
are in fact
using
Heuristic
thinking:
If they
have a
low-level
of interest
in the
subject
Find the
info
difficult to
understand
If they
have many
choices
By engaging consumers in surveys and
focus group discussions about how they
think about products/services and
brands, researchers generate lots of
systematic thinking
Research with consumers suggests that
in actual purchasing situations,
consumers rely heavily on heuristic
thinking about retailers, brands, and
products/services
Apply to
Market
Research
Compiled by author from source: blogmarketresearch.com

13. Contact Us for the Full Presentation:
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13575 58TH Street North #160
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T: 727 538 4112
E: contact@mcusa.co
www.mediacontactusa.com

14. Sources Cited:
 "5 Reasons You Need To Understand the Psychology of Marketing." Business 2 Community 5 Reasons
You Need To Understand the Psychology of Marketing Comments. N.p., n.d. Web. 17 June 2016.
http://www.business2community.com/marketing/5-reasons-need-understand-psychology-
marketing-01471065#zWFsy3vSk8mM8zoV.97
 Andrienko, Olga. "Psychology and #Marketing: What Influences Our Decisions." Search Engine
Journal. N.p., 2015. Web. 17 June 2016. https://www.searchenginejournal.com/psychology-
marketing-influences-decisions/142368/
 "Marketing Psychology: 10 Revealing Principles of Human Behavior." Marketing Psychology: 10
Revealing Principles of Human Behavior. N.p., n.d. Web. 15 July 2016.
http://blog.hubspot.com/marketing/psychology-marketers-revealing-principles-human-
behavior#sm.000f1xi9cjvyfkr103h18pi8e8u3q
 Why Market Researchers Should Apply Psychological Theories of
Thinkinghttp://blog.marketresearch.com/why-market-researchers-should-apply-psychological-
theories-of-
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