Volume 24 No. 4: Psychological principles in marketing

This newsletter comes from the hosts of The Marketing Architects, a research-first show answering your biggest marketing questions. Find us on Apple Podcasts or wherever you listen to podcasts!


This week we're examining the relationship between psychology and marketing. Psychology uncovers what drives consumer decisions, so understanding human behavior can lead to more effective advertising strategies. 



Likeability improves marketing effectiveness.    

Marketing that uses relatable personalities, endorsers, and mascots can make brands more appealing and their messages more convincing.        


Use psychology to create campaigns that resonate. 

Imagine understanding the subtle triggers that encourage a customer to say, "Yes, that's exactly what I need!" That's the power of tapping into psychological principles like the ones Cialdini discusses. 

  1. Reciprocity: It's all about give and take. Surprise your audience with something valuable and they'll feel inclined to return the favor. 
  2. Consistency: People like to stick to their guns. Encourage small commitments that pave the way for bigger ones. This is why subscription models are so effective!
  3. Social Proof: We're social creatures heavily influenced by the herd. Showcase testimonials, reviews, and user-generated content.
  4. Authority: Expertise and credibility are persuasive. Aligning with respected figures or flaunting industry accolades bolsters your brand's trustworthiness.
  5. Liking: We're more inclined to say "yes" to those we like. A brand personality that's relatable and engaging can make your audience feel a personal connection.
  6. Scarcity: FOMO (Fear of Missing Out) is real. Limited availability and time-sensitive deals create a sense of urgency, compelling people to act fast. 

So, as you’re crafting your next campaigns, are you merely informing? Or are you engaging on a level that feels personal and profound?  

Listen in on our discussion.

"Influence: The Psychology of Persuasion”                  

Read how psychology principles relate to marketing by checking out Robert Cialdini's book, "Influence: The Psychology of Persuasion." It reveals powerful psychological tactics, like creating loyalty and familiarity, that can be applied to marketing strategies. Read the book.



The most effective marketing feels natural.       

“The best marketing doesn't feel like marketing.” 

—Tom Fishburne, author and Founder/CEO of Marketoonist