The Psychological Side of Marketing: Social Proofs
One of the major factors that marketers take into
consideration is psychology. After all, they are trying to convince people to
use their product or service which is why it is so important for them to understand
human behavior and how a consumer’s mind works.
When it comes to the psychological side of marketing, social
proofs are a significant way to boost your marketing strategy’s effectiveness.
Social proof or social influence refers to people (consumers) assuming that the
actions of others are correct based on the frequency that they see said
actions. For example, you walk by a restaurant that is bustling with people and
you see that they are all enjoying their food. You would assume that this
restaurant provides good quality food, because why else would anyone be eating
there? This situation demonstrates social proof in action. You saw other
consumers enjoying a popular product, so now you see it as attractive too.
But why does social proof work so well in marketing? Simple,
social belonging is real. As much as we want to stand out from the crowd, all
people have a fundamental human nature that motivates them to be a part of a
group that they can identify with. Whether it be at school, at work, or with
friends, creating a sense of belonging is essential for our psychological
health.
This is where marketers can get an advantage. By appealing
that a product or service is used by certain groups of people. Consumers will
be motivated to purchase those products or services to gain a sense of having a
stronger connection with those they identify with or with those groups that
they wish to belong to. One way to see social proofs is through the concept of luxury
items. When consumers observe wealthy people using brands like Chanel, Gucci,
or Louis Vuitton, they have a motivation to purchase those items to feel a
connection with those of the upper class or to show that they too are part of
that group.
Psychology plays a huge role in marketing. Understanding the
mind of the consumer is essential for any marketer. By focusing on one or more
behavioral tendencies, marketers can enhance their marketing strategies to best
target their audience.
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