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Psychology in Marketing


Sourav Ghosh - January 20, 2020 - 0 comments

Psychology is the study of people’s thought process and behaviour. It comprises of analysing both the conscious and unconscious phenomenon. Not just as an academic discipline, psychology is deeply entrenched into the common lives of the people. In advertising and marketing, it plays a critical role in devising apt communication and campaigns for the brands by understanding people’s perception of different things.

As a leading Marcom company, Digistreet’s creative team constantly strives to analyse different scenarios about marketing and communications. The information encapsulated in this blog “psychology in marketing” was discussed by our team as a part of “Rise Up Hour” session that is conducted twice a week. Emphasizing on the session slogan, ‘We Rise with Rise-Up’, new, inquisitive, innovative and varied topics are discussed in each meeting with the primary aim of enabling each and every participant with the power of knowledge.

Influence of feelings and identities: Most people think that they choose a product based on its price and value. If you also think the same, then you are certainly mistaken. Our feelings and identities have a great influence on the brands we choose.

For instance, when it comes to toothpaste, a young teenager would prefer Colgate instead of Vicco Vajradanti. No wonder that Vicco Vajradanti is an Ayurveda toothpaste with herbal benefits. But the brand does not align well with the young generation. It aligns well with the elder generation who are less conscious about their identities and more conscious about the benefits of the product.

Emotional branding: Itstrives tocreate an emotional connection between the buyer and the product that surpasses the basic element of need. The need is premised on price and convenience. Emotional branding is not just selling the product; it is giving experience and building trust. The famous old advertisement of Titan watches where the students gift a titan watch to their teacher on farewell is an apt example. Here the features of the product are not in highlight. It’s only the emotional aspect has been emphasised.

Influencer marketing: 

The main reason why most brands go for influencer marketing is the positive psychological impact it creates on others. There is general psychology that people tend to trust people who have some credibility. A company selling a particular spice would tend to create a less impact compared to a famous chef endorsing that brand.

Affective conditioning: It is known as the transfer of a positive feeling from one item to another. This psychology is commonly leveraged is advertising by showcasing the products with the things about which people have a more positive perception. The most common example of affective conditioning is the endorsement by celebrities. A famous sports personality advertising a supplement transmits his/her positive aura to the product. This concept is quite similar to influencer marketing.

Neuroimaging in marketing: 

Traditional marketing has its own limitations. Beyond a certain point, consumers remain unwilling to tell their true opinion. Thus, there has been researching on Neuroimaging, where there have been efforts to use the consumer’s brain-imaging to know how their brain reacts to different designs.

Did you know?

Laughing is good for health and can increase the blood flow by 20 percent.

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