The Science of Persuasion: How to Influence Consumer Choice
Javier Ramirez
Liberty University
BUSI 520: Strategic Marketing Management
Muriel Wilson
January 11, 2022
The Science of Persuasion: How to Influence Consumer Choice
Consumer behavior is the study of what influences individuals and organizations to
purchase certain products and support certain brands.
The six universal principles of persuasion are reciprocity, commitment, pack
mentality, authority, liking and scarcity.
Marketing campaigns can influence consumer behaviors because they elicit
reactions, utilizing imagery and word associations tied to emotional responses.
How do you get a person to buy a product or service? Psychology holds answers to
questions that have preoccupied marketing departments for decades, particularly
surrounding how to influence people and how people respond to attempts to influence their
behaviors.
“Persuasion is no longer just an art; it’s an out-and-out science,” said Robert Cialdini,
professor emeritus of psychology and marketing at Arizona State University, at the 125th
Annual Convention of the American Psychological Association. “Indeed, a vast body of
scientific evidence now exists on how, when and why people say yes to influence attempts.”
What is consumer behavior?
Consumer behavior refers to the study of what causes individuals and organizations to
purchase certain products and support certain brands. This area of study focuses primarily
on behavior, motivations and psychology.
Psychological factors: The way a person responds to an ad campaign depends largely
on their own perceptions, attitudes and general view of life.
Personal factors: Audience demographics such as age, culture, profession, age and
background play major roles in forming consumers’ interests and opinions.
Social factors: A person’s social groups affect how they shop. Their income,
education level and social class influence their buying behaviors.
How can marketing affect consumer behavior and decisions?
Marketing can be highly effective in influencing consumer behavior. Here are some of
the factors that contribute to that success.
Audience’s emotional response: One of the reasons marketing campaigns are
effective is they cause consumers to react to them. The more people react to your
marketing campaigns, the more they will talk about them. And the more they discuss your
brand and products, the more likely people are to buy them.
Brand imagery and messaging: Using imagery and word associations is a great way
to attract attention to your company brand. For instance, if you are looking to target young
people, you may use popular phrases and memes as a part of your campaign. This causes
your audience to associate your product with things they already see as hip and trendy.
Audience’s memories: Another major way marketing affects consumer behavior is
by evoking emotions such as nostalgia and fear. For instance, if a product is tied to certain
brands, thoughts, images or music from your childhood, this may influence your feelings
of brand loyalty. On the other hand, if a marketing campaign makes you fearful, you may be
influenced to buy the product as a way to relieve anxiety and protect yourself.
What are current consumer behavior trends?
It’s easier to know how to influence consumer behavior when you know consumer
trends. As businesses evolve, so do consumers’ habits and priorities. Customers’ tastes 10
years ago were different from their present tastes, and they will be different 10 years from
now. When trying to create and enhance your marketing strategy, always keep in mind that
consumer behavior trends change.
With that in mind, here are some of the customer behavior trends informing actions
in 2021:
Transparency
Over the last few years, customer demand has increased for transparency in the
businesses they support. Consumers now boycott and quickly dismiss companies that have
questionable practices or are run by CEOs they politically disagree with. Customers are more
likely to support companies that align with their personal beliefs and values. Companies
need to be transparent about their histories and practices to gain their consumers’ trust.
Online buying
The COVID-19 shutdowns forced people to stay inside their homes, leading to an
increase in online spending. Even with restrictions being lifted, that trend is likely to
continue. Companies need to meet consumers where they are, and now more than ever,
that’s online. That means launching an intuitive e-commerce site that offers a positive
customer experience. When developing strategies to influence customer behavior,
brainstorm ways influence consumers both in person and online.
Anonymity
With so much business being done online, many consumers are concerned with the
security of their personal information. Consumers are demanding more anonymity; they
don’t want a company to know too much about them aside from the necessary details for
the business exchange. Companies need to meet consumers halfway and accommodate the
ones who refuse to provide any information besides what is needed for a transaction. This
may make it more difficult to influence a specific person, but showing that your company
follows this trend could influence their spending.
Clean and green companies
Climate change is a major fear for many people. Consumers want to do their part to
reverse the damage to the planet. They are demanding more environmentally friendly
companies and will push that demand further in the future. With an eye toward clean and
green practices, consumers are often influenced by companies with sustainable products.
