15 psychological marketing tricks to get us to buy

Marketing is not innocent advertising - it is the psychology of buying, used against us to make us buy more and more. I was a marketing manager for a decade and I also have a Master's degree in Business Studies. I know how we are sold useless stuff. With neuromarketing, wasteful selling has exploded. In this article I will go through 15 psychological marketing tricks, to get us to buy. Sadly often unnecessary, and the kind of thing you soon regret.

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In this article, I list 15 psychological ways that marketing influences us.

1. Emphasising scarcity

When you see a message “Only 3 left!”, you get a sense of urgency. This increases the value of the product in your mind, when in reality the stock may be replenished immediately.

We get nervous if there's only a small amount of stuff on offer. The pressure to buy increases, even when there is no need. This trick even makes unnecessary goods seem attractive.

2. Social proof

Reviews are used to convince us that others have found the product to be a good buy. Reviews and recommendations create the impression of a safe and proven purchase. But think carefully, is this exactly the product you need?

When we see others using the product, we get the feeling that “if others are buying, why not me?” Even if the reviews are true, don't let them guide your decision.

3. Anchoring

Anchoring refers to the technique of first showing a high price, then a lower price. It makes the reduced price seem cheap - even if it's not.

When we first see a larger amount of euros and then a reduced price, we think: “This is not expensive anymore.” This trick works especially well for expensive products.

4. Using authority

Celebrities and experts are hired to recommend products because we trust the authorities. This appeals to our herd mentality. We feel that an authority has better information to offer, so we can trust their judgement.

If a doctor recommends a vitamin or an athlete uses a particular product, we assume it is better. We want to believe that by following the choices of others, we are safe.

5. Reciprocity

The way our brains work is that when you receive a gift or a sample, you feel an obligation to give something back. This is based on the social side of human beings and is beneficial to the community, but it is used against us in marketing. This is particularly questionable when it is used on children.

When we get a sample or a giveaway, our brain thinks, “I have to give back.” This feeling arises unnoticed and drives us to buy, even if we don't genuinely owe anyone.

6. Avoiding loss

Messages such as “Don't miss out” create a fear of loss. When you hear this kind of marketing, stop and think: am I really losing something if I don't buy?

We want to avoid mistakes, so “you won't miss this” sounds tempting. In reality, you won't miss anything if you don't take up the offer.

7. Immediate reward

The way our mind works is that we prefer a small reward now rather than a bigger one later. That's why “buy now, get it now” works.

In one study, people chose to spend a smaller amount of money now rather than a larger amount after a while. Now is more valuable than later. This phenomenon makes quick bids effective.

8. The ownership fallacy

We value the things we own more than they really are. This is the basis of the ownership fallacy.

When you try a product, you start to see it as your own. This makes it hard to give up - and more likely to buy. Test-driving a car is a classic example. When something is “yours” for a moment, its value rises in your mind, making it more likely to buy.

9. Framing

The same information in different forms will influence the decision. "90 % fat-free” sounds better than “10 % fat”, even though they are the same thing.

A smoothie that says “fresh fruit only” can still contain a lot of sugar, and may even be a bad option. So check the facts from many angles.

10. Herd behaviour

We like to do what everyone else does, even if we often think we are unique. Messages like “532 people have already bought this” increase our FOMO (Fear of Missing Out) and our need to fit in. Trends thrive on this phenomenon.

Our desire to be part of the team is so strong that it makes us buy even when there is no need.

11. Halo effect

A positive feature, such as a beautiful design, makes the whole product look better in our minds, because we multiply the idea in all aspects of the product. We automatically think that a beautiful product is also a quality product.

As a brand, Apple is a good example of this: the reputation of a great brand radiates into all of its products, and they all easily strike us as excellent.

12. The sunk cost bias

Our minds work in such a way that the effort we see or the investment we make guides our next steps. Once we have invested time or money, we don't want to give up, even if it makes sense.

Memberships and subscriptions rely on this. When you've already paid, you'd rather move on than admit it might not have worked.

13. Emotional storytelling

Brands create stories that we identify with. A good story makes us buy, sometimes even ignoring the negative facts we hear.

Stories create a connection and make the brand “close”. That's why they work, even if there are questionable underlying issues and even if the company is notoriously dubious.

14. Classical conditioning

Certain colours, music or moods create images. The Coca-Cola Christmas truck is an iconic example. When a brand is associated with warm emotions, such as Christmas, a positive image is created - even if the product is not related to the holiday. Has Coca-Cola ever been on your Christmas table? I bet you still associate it with being family-oriented, even if it hasn't?

15. Attraction option

Using more than one price option will steer the choice towards the more expensive one. The cheapest one looks bad when you have a premium option next to it.

In restaurants, this works with drinks lists: no one wants the cheapest, so you go for the next one, even if it's much more expensive.

The next time you notice one of these tricks, stop for a moment. Ask yourself: Do I really need this? This will help you avoid unnecessary purchases and save money.

Please share this article with someone who would benefit from knowing these tools.

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