How psychology is used to manipulate and influence people in their daily lives
1.
Reverse Psychology: This technique is largely tied to a buyer’s
resistance. It involves influencing you to do what they want by pretending not
to want it. Patagonia applied this concept to their print advertising by
telling you, “don’t buy this jacket”, which of course worked in reverse as the
public purchased the product in droves.
2.
Humor: You can always tell how bad a product is by the amount of
humor the marketing company used to sell it. Generally speaking, the more humor
in advertising, the worse the product or
service is for you. Look at companies like Hershey’s, Frito Lay and Bud Light.
3.
Anthropomorphism: There really is a psychological term for those
smiling cats and dogs. Giving human characteristics to animals and inanimate
objects gains your trust and confidence. The next time you down a Heineken,
look very closely at the smiling “e” on the bottle. This is highly suggestive
of a favorable brand perception.
4.
Insecurity: If marketers can make us feel insufficient, we
will try and find a way to fill the self-doubt. This is a notorious practice of
the cosmetics industry. The only difference between you and the model is a few
minutes with Photoshop, and their newest cosmetic miracle.
5. Sexuality: When we view someone attractive, our body responds by
discharging hormones. Our mind
subsequently links this pleasurable feeling with the product or service being sold. Now you can
understand why Carl’s Junior shows so
much “skin” when selling their hamburgers.
6.
Rebates: Fifty percent of all rebates over $50 are never redeemed,
and those under $10 are redeemed less than 10%, so why do we fall for this
practice with the likes of Sears, Bausch & Lomb and Maytag? Did you know
that unfilled rebates go back to the manufacturer and the clearinghouse that
transacts the rebate?
7.
Social Proof: The ever-popular consumer review sites are
evidence of how much we value (reported) positive feedback. Companies know and
understand this, which is why they use “likes” and “upvotes” to advertise their
products and services. Unfortunately, when is the last time you actually read
the reviews?
8.
Fear: In all its forms and uses is a formidable advertising
tactic. Better use Listerine if you have bad breath. Use clinically proven
Clinique Dark Spot Correcting Lotion to eliminate those horrible “age spots”.
Safeguard your children by using Broadview protection services. And the ever so
annoying, “all the other kids have one” advertising directed at your children.
9.
Pseudoscience: The cosmetic industry makes ridiculous claims
that they can repair “DNA damage” speed “cell rejuvenation” and “turn back the
clock”. When the cosmetic industry partners with doctors, where can you and I
turn to protect us from this psychobabble?
10.
Misleading Visuals: A so-called “infomercial” shows just how
different an advertisement can really be from reality. From fast food, body
image, vacation hotels and products directly marketed to children. Either by
using potatoes in place of ice cream, spraying food with high gloss lacquer or
using Photoshop to make the model perfect. Misleading visuals may be the worst
of all advertising practices by virtue of the psychological damage it does to
our children.
11.
Priming: This kind of manipulation (also known as foot in the door)
is tricky as well as exceptionally subtle. With this method, you are asked to
provide an answer to a very simple question. The inquirer will then follow up
with his or her real request.
When at a mall or shopping center be careful of people
asking questions such as: do you happen to know the time please, where did you
get that dress, or how did you get such a beautiful complexion?
12.
Social Exchange: Con artists, unethical marketers, and so-called
friends use social exchange quite often. Exchanging favors and doing things for
others is a basic part of our society, but aggressive people often manipulate
this. As an example, a friend might remind you about that time they bailed you
out of a particular situation, then use that leverage when they need something
in return. Or, someone who knows a personal secret of yours could intimidate
you into doing something they want in return.
13.
Help Me: Another technique is to always begin a dialog by requesting
help. Be very weary of people starting a conversation by asking: "I need
your help, please. I am trying to find anyone interested in X. Would you happen
to know anyone?" People inherently want to help and will either
acknowledge that they are in need or give you a referral. When the salesperson
does this correctly, this approach works like a charm.
14.
Colors: The following list colors is reflective of how humans
react:
Red is the color of power. It gets people’s attention.
Blue is trustworthy. Mix blue with complimentary colors for
best results.
Pink is best used to get the attention of young females.
Yellow is powerful, but it’s also dangerous. Use yellow to
command attention.
Green is versatile. It’s warm, inviting and encourages a
pleasant feeling.
Purple is the color of royalty, elegance, and prestige.
Gold is also elegant and prestigious.
Orange is a powerful attention-grabber.
Brown is an earthy tone known for comfort.
Black can be modern or traditional, exciting or relaxing.
15.
Euphemisms: The tendency to obscure the truth is a favorite
marketing tactic for the real estate trade and online marketing firms.
Advertising a home as a fixer-upper, in need of loving care, or within walking
distance are prime examples of real estate euphemisms. While Search Engine
Optimization (SEO) instead of increase unpaid search engine traffic, Landing
Page instead of lead generation page and RSS instead of syndication and
subscription technology are prime examples within online marketing circles.
Plain talk does not lie, so double-talk/euphemisms are
indispensable in allowing ambiguous descriptions and misleading analogies. And
pictures, such as the one at the beginning of this response gets you to stop
and look, if even for a moment.
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