营销心理学：10揭示人类行为的原则

One key part of being a great marketer is understanding how (and why) people think and act the way they do. It's much harder tocreate compelling content marketing, for example, if you don’t know why it would be compelling to your audience in the first place.

Before you jump into the tactical nitty-gritty of marketing, it’s really helpful to understand how people operate … which is essentially what the entire field of psychology attempts to explain.了解心理学的一些关键原则可以使您的营销从好处到令人惊奇，这一切都是因为合适的受众正在阅读和认同它（并且很可能也可以转换为它）。

在此处下载我们的营销心理学免费指南，以获取有关如何在营销中使用心理学的更多提示。

To help you attract, convince, and convert more people with your marketing, you should know the following lessons about psychology.

Psychology and Marketing: 10 Important Principles of Psychology You Should Use

1）启动

您是否曾经玩过一个人说一句话的游戏，另一个人立即回应了第一件事？

这就是启动的工作方式。您可能会受到一种刺激，它会影响您对另一种刺激的反应方式。今天的心理学gives the example of two groups of people reading the word "yellow" followed by either "sky" or "banana." Because people have a semantic association between the fruit and its color, the "yellow-banana" group will recognize the word "banana" faster than the "yellow-sky" group recognizes "sky."

What's this got to do with marketing? Lots. Using subtle priming techniques, you could help your website visitors remember key information about your brand -- and maybe even influence their buying behavior.

It's been tested before. InNaomi Mandel和Eric J. Johnson的研究，研究人员操纵网站的背景设计，以查看它是否会影响消费者的产品选择。要求参与者在一个类别中的两种产品（例如Toyota vs. lexus）之间进行选择。根据今天的心理学，"they found that visitors who had been primed on money (the website’s background was green with pennies on it) looked at price information longer than those who had been primed on safety. Similarly, consumers who had been primed on comfort looked at comfort information longer than those primed on money."

Source:消费者研究杂志

因此，如果您想利用营销中的启动，请考虑一下小细节。这可能是某人购买您最高产品价格点和从您的页面弹跳之间的区别。

2）互惠

在罗伯特·西尔迪尼（Robert Cialdini）博士的书中介绍影响力：说服心理学, the concept of “reciprocity” is simple -- if someone does something for you, you naturally will want to do something for them.

If you've ever gotten a mint with your bill at a restaurant, you've been the victim of reciprocity.根据Cialdini, when servers bring a check to their patrons without a mint, the diners will tip according to their perceptions of the service given. With one mint, the tip jumps up 3.3%. Two mints? The tip jumps "through the roof" to roughly 20%.

在您的营销中，有很多方法可以利用互惠。您不必在面团中滚动就可以付出东西。从品牌的运动衫到独家电子书，再到免费的桌面背景，再到您对困难主题的专业知识，它可以是任何东西。即使是像手写音符这样简单的东西，在建立互惠方面也可能有很长的路要走。只是确保您放弃免费的东西前您要求一些回报。

3）社会证明

大多数营销人员已经意识到这个概念，但是从这个列表中删除太重要了。如果您不熟悉它，social proofis the theory that people will adopt the beliefs or actions of a group of people they like or trust. In other words, it’s the “me too” effect. Think of this like an awkward middle school dance -- few people want to be the first one on the dance floor, but once a few people are there, everyone else wants to join in. (Keep in mind, this desire to conform doesn’t go away when you get older and less bashful about your dance moves.)

充分利用社交证明的一种简单方法是在您的博客上。如果您还没有，请使用社交共享并遵循显示您帐户所拥有的关注者数量或内容的股票数量的按钮。如果这些数字是前面和中间的，并且您已经有几个人分享您的帖子，那么以后在您的帖子上偶然发现的人将更有可能分享。

4) Decoy Effect

您通常会在定价模型中看到这种效果 - 有意包括一个价格点，以吸引您选择最昂贵的选项。

In Dan Airley's famous TED talk,“我们控制自己的决定吗？”，他描述了一个广告经济学家outlining their latest subscription packages. Here's what they offered:

• 在线订阅：$ 59
• 打印订阅：$ 125
• Online andprint subscription: $125

疯了，对吗？您可以以相同的价格获得仅印刷品订阅和在线订阅。他们为什么要提供？

这也是Airley的想法。他在经济学家，但是他从来没有得到他们的直接答复。

So he decided to run his own study with 100 MIT students. He gave them the pricing packages outlined above and asked which one they'd want to buy. When all three options were there, students chose the combo subscription -- it was the best deal, right? But when he removed the "useless" option (the print subscription for $125), the students preferred the cheapest option.

事实证明，毕竟中间选项并不是没有用的 - 它为学生提供了组合交易的“良好”的参考框架，并诱使他们为这笔交易支付更多。

So if you're looking to increase conversions on a landing page with two options, you might want to add a third. It could help increase the conversion rate of the option you'd ultimately want people to take.

5）稀缺

Ever gone to buy airline tickets and seen a tagline that says “Only 3 seats left at this price!” Yup, that’sscarcity（另一个Cialdini概念）。这种心理学原则可以追溯到供求的简单措施：机会，内容或产品越罕见，它越有价值。

1975年，沃切尔（Worchel），李（Lee）和阿德沃尔（Adewole）进行了一项研究，以了解稀缺性如何影响人们的看法。在研究开始时，他们asked peopleto rate chocolate chip cookies. According to一篇文章由我的同事Lanya Olmstead描述了实验：“ [研究人员]将10个cookie放入一个罐子里，另一个相同的饼干在另一个罐子里。两次as high as the 10 cookie jar even though the cookies were exactly the same."

But if you want to properly use this principle, you need to be careful how you word it. If you approach the scarcity concept as if there用过的to be a ton of a product or service, but due to popular demand there’s a few left, people will be very receptive. On the other hand, if you approach it from the angle that there are only a few products total, so get it now, the principle won’t be as effective. Check outthis post从NIR到远，以更深入地解释为什么这种区别很重要。

6) Anchoring

有没有想过为什么很难在您最喜欢的服装店抗拒销售？

通常，它与anchoring- 人们基于他们收到的第一条信息的决定。因此，如果我最喜欢的商店通常以50美元的价格零售牛仔裤，但我发现它们以35美元的价格出售，我会欣喜若狂。"I just got a crazy deal on these jeans,"我会想。我甚至可能会买。但是，如果我的朋友通常会购买20美元的牛仔裤，那么她不会让人印象深刻。

对于营销人员而言，锚定很重要，尤其是如果您曾经进行过销售。您需要清楚地说明产品的初始价格（这是“设置”锚点），然后在其旁边显示销售价格。您甚至可以解释客户将获得多少百分点。

图片来源：Express

7）Baader-Meinhof现象

有没有听说过产品，然后开始看到它的任何地方？你可以感谢The Baader-Meinhof Phenomenon。它是第一次遇到的东西后开始发生，然后开始注意到它在日常生活中出现。突然，每次看电视时，您都会看到该产品的广告。当您去杂货店时，您碰巧走过过道并发现它。和allllllll您的朋友都有产品。

很奇怪吧？这就是为什么您突然到处看到这个新事物的原因。

根据PS MAG,这一现象(也称为“illusi频率on") is caused by two processes. "The first, selective attention, kicks in when you’re struck by a new word, thing, or idea; after that, you unconsciously keep an eye out for it, and as a result find it surprisingly often. The second process, confirmation bias, reassures you that each sighting is further proof of your impression that the thing has gained overnight omnipresence."

For marketers, this phenomenon is precisely why nurturing is incredibly important. Once someone starts noticing your brand (aka clicking around on your website), you'll want to help them start seeing you“到处。”Send them targeted nurturing emails and retargeting ads based on their behavior, and you could increase the possibility of them converting.

8) Verbatim Effect

根据a study by Poppenk, Joanisse, Danckert, and Köhler，人们更有可能记住某人所说的话，而不是具体的细节。因此，当您参加有关如何为您的企业写博客的会议时，您很可能会记住诸如“让另一个人编辑您的工作”，而不是将Google Doc提前三个工作日发送给同行，因此他们可以编辑您的作品。不要忘记使用轨道更改，以便知道您错过了什么！”

They called this the "verbatim effect." And it can have a huge effect on how your content performs.

首先，人们花费越来越多的时间实际阅读在线阅读。根据data from Chartbeat，超过一半的访问者将在您的网站上花费不到15秒。因此，如果人们不阅读您的内容and不太可能记住特定细节，营销人员要做什么？

我建议您花更多的时间比您已经完善头条新闻。它不仅应该进行搜索和分享友好，而且还应准确地描述您的文章中的内容。这样，当人们在寻找有关给定主题的更多信息时，他们会想到一段时间前阅读的一篇有用的文章，并搜索了该主题以再次找到它。如果您完成了工作，则应出现在搜索结果中。如果您需要一些帮助写引人注目的标题副本，请check out this post on our blog。

9) Clustering

人们在短期记忆中的空间有限。实际上，most people一次只能记住七个信息（在任何给定情况下在任何给定情况下的两块）。

要应付，大多数人倾向于clustersimilar pieces of information together. For example, if you had a whole grocery list of random items, most people would tend to mentally group items into certain categories (dairy, grain, meat, etc.) to be able to better remember what exactly was on the list.

So when you're creating content, keep clustering in mind. How can you design and lay out your content to increase memory retention? One way to do it is by grouping similar topics together -- either under numbered bullet points or with different header sizes. Besides being much easier to scan, your writing will be much easier to remember and recall down the road -- especially if you’re creating long lists of content.

10) Loss Aversion

损失厌恶几乎意味着听起来的样子：一旦有人有东西，他们就会realllllly不喜欢失去它。

什么时候Daniel Kahneman studied this concept，为参与者提供了杯子，巧克力或什么都没有。然后，他们被要求做出选择，他们提供了两个选择：如果给出一个物体，可以交易对象，或者如果什么也没有给出对象，则可以选择这两个项目之一。结果？最初没有项目的参与者中，大约有一半的参与者选择了杯子，但是在杯子中，有86％的参与者首先要坚持使用该物品。

故事的道德启示？人们不喜欢失去他们已经获得的东西。

尽管这可能会打开一些semi-sketchy门for certain types of marketers, loss aversion could have a significant factor in freemium products and increased product adoption. For example, you could ungate a feature for the free version of your product for a certain amount of time. After that time period is up, that feature could be removed unless you upgrade to becoming a paying customer. While you certainly have to be careful how you play to this psychological need, loss aversion is a very important concept for every marketer to know.

您发誓还有哪些其他心理学研究和概念？在评论中分享您的最爱。

编者注：该帖子最初于2013年7月发表，并已更新以获得新鲜度，准确性和全面性。