A lot of psychological principles can be traced back to award-winning advertising campaigns. So as a MSc in Economic & Consumer Psychology (also referred to as Behavioral Economy) I'd like to share what I found. This is a presentation I gave during my last internship at an advertising agency. Some slides only contain a picture which I explained during the presentation. I will add the context of these slides as well.

1. PSYCHOLOGY IN ADVERTISING
& ECONOMICS
PATRICK OBERSTADT

2. FORWORD
THE STANDARD ECONOMIC MODEL IS THAT
EVERYBODY IS RATIONAL, SELF-INTERESTED,
CALCULATING;
HOWEVER
IT SEEMS THAT HUMANS ARE NOT THE RATIONAL,
OBJECTIVE DECISION MAKERS THEY ONCE WERE
BELIEVED TO BE..

3. FORWORD

4. OVERVIEW
KAHNEMAN
CIALDINI
BEHAVIORAL ECONOMICS

5. DANIEL
KAHNEMAN
NOBELPRIZE WINNER

6. DANIEL KAHNEMAN
COGNITIVE BIAS / HEURISTICS
ANCHORING
FRAMING

7. A SYSTEMATIC PATTERN OF DEVIATION
FROM RATIONALITY IN JUDGMENT
COGNITIVE BIAS
SHORTCUTS IN THE BRAIN TO MAKE
DECISIONS EASIER
HEURISTICS

8. COGNITIVE BIAS

9. HUMAN TENDENCY TO RELY TOO MUCH ON
THE FIRST PIECE OF INFORMATION OFFERED
ANCHORING

10. ANCHORING

11. ANCHORING

12. ANCHORING
67
50

13. PEOPLE REACT TO A PARTICULAR CHOICE IN
DIFFERENT WAYS DEPENDING ON HOW IT IS
PRESENTED
FRAMING

14. FRAMING
600 people are in need of treatment

15. FRAMING
72%

16. FRAMING
72%
22%

17. FRAMING

18. FRAMING

19. FRAMING

20. ROBERT
CIALDINI
PHD PSYCHOLOGY & BEST
SELLING BOOK IN
MARKETING

21. ROBERT CIALDINI
RECIPROCITY
LIKING
SOCIAL PROOF
AUTHORITY
COMMITMENT
SCARCITY

22. PEOPLE USE OTHERS AS A GUIDE ON
HOW TO BEHAVE IN A SITUATION
SOCIAL PROOF

23. SOCIAL PROOF

24. SOCIAL PROOF

25. SOCIAL PROOF

26. SOCIAL PROOF

27. SOCIAL PROOF
‘The sign that showed the negative social proof,
tripled the amount of thefts’

28. SOCIAL PROOF
“Only a tiny portion of our readers give”
That's the equivalent of saying giving to us is a deviant behavior

29. PEOPLE TEND TO OBEY AUTHORITY
FIGURES
AUTHORITY

30. AUTHORITY

31. AUTHORITY

32. AUTHORITY

33. AUTHORITY

34. AUTHORITY

35. ONCE PEOPLE COMMIT, THEY WANT TO
HONOR THAT COMMITMENT
COMMITMENT & CONSISTENCY

36. COMMITMENT & CONSISTENCY

37. COMMITMENT & CONSISTENCY

38. COMMITMENT & CONSISTENCY

39. COMMITMENT & CONSISTENCY

40. COMMITMENT & CONSISTENCY

41. THE HARDER TO ACQUIRE, THE MORE
WE DESIRE
SCARCITY

42. SCARCITY

43. SCARCITY

44. SCARCITY

45. SCARCITY

46. SCARCITY

47. BEHAVIORAL
ECONOMICS

48. BEHAVIORAL ECONOMICS
DECOY EFFECT
NUDGING
CHOICE OVERLOAD
EASE ARGUMENT OF GENERATION

49. CONSUMERS HAVING A SPECIFIC CHANGE OF
PREFERENCE BECAUSE OF A THIRD OPTION
BEING ADDED
DECOY EFFECT

50. DECOY EFFECT

51. DECOY EFFECT

52. DECOY EFFECT

53. DECOY EFFECT

54. DECOY EFFECT

55. POSITIVE REINFORCEMENT AND INDIRECT
SUGGESTIONS TO TRY TO ACHIEVE NON-
FORCED COMPLIANCE
NUDGING

56. NUDGING

57. NUDGING

58. NUDGING

59. NUDGING

60. NUDGING

61. TOO MUCH CHOICE CAN DEMOTIVATE
AND PARALYZE
CHOICE OVERLOAD

62. CHOICE OVERLOAD

63. CHOICE OVERLOAD

64. CHOICE OVERLOAD

65. CHOICE OVERLOAD
3% bought jam30% bought jam

66. CHOICE OVERLOAD
3% bought jam30% bought jam

67. CHOICE OVERLOAD
3% bought jam30% bought jam

68. ASKING SOMEONE TO NAME BAD
THINGS ABOUT YOU CAN BE BENEFICIAL
EASE OF ARGUMENT GENERATION

69. EASE OF ARGUMENT GENERATION

70. EASE OF ARGUMENT GENERATION

71. EASE OF ARGUMENT GENERATION

72. RECAP
Being aware of the psychological biases and heuristics will help you make
use of them.
When thinking of effective strategies and
methods to persuade your audience, keep things as framing, social proof,
overchoice and nudges in mind.
Not only for copy in print, but for also activation campaigns and even
negotiations with clients a combination of these theories can make your
plan more effective

73. THANK YOU!