Five Ways Marketers Can Use Social Psychology to Influence Buyers

Hint: You don’t want to be the guy/gal who didn’t use any psychology in their marketing.

One marketing technique commonly used to influence consumers is called “Social Proof.” This technique can be seen in many places, such as social media. Another marketing technique is called “Liking.” This is a very simple way to get people to like your product or service. Read more in detail here: describe two marketing techniques commonly used to influence consumers..

Humans are, for the most part, social creatures. People seek for chances to spend time with people and share their experiences and lives. People come first whether they need aid or advise, and whether they are happy or unhappy, sharing with another person either increases the pleasure or dampens the misery.

Some say that the digital era has widened the gap between individuals and weakened once-essential social ties. “We’re losing the real, human side of being with one other,” MIT professor Sherry Turkle was quoted as saying. Others, on the other hand, argue that technology and the Internet have merely altered social contact, providing new and fascinating ways to engage and keep in touch.

This is a viewpoint that digital marketers will find especially intriguing and exciting, since it opens up new avenues for tapping into social dynamics to communicate more effectively than ever before. This is what we’re going to look at today: how marketers can utilize social psychology to develop their next plan. 


“Everyone else does it, therefore it must be good,” or “everyone else has one, so I want one as well.” These statements may seem amusing when written this way, and they would almost certainly elicit a counterintuitive reaction if read verbatim, yet it is a truth that most individuals are victims of groupthink. “When individuals engage, they end up agreeing, and they make poorer judgments – they don’t share facts, they share prejudices,” says Daniel Richardson of University College London.

This isn’t to say that marketers should be deceitful and take advantage of people’s errors, but it does give an intriguing chance to use groupthink to improve product attractiveness. It implies that displaying approbation for what you’re selling has a lot of potential to make it more appealing. The bread and butter of exhibiting this social approbation and counting on groupthink are reviews and testimonials, and it’s shocking how many websites still don’t use them. Others have begun to create whole websites dedicated to reviews, connecting to them regularly and enthusiastically to demonstrate brand acceptance.


According to a Harvard Business Review research, recommended clients are “more loyal and valued than other consumers,” which makes intuitive sense to most individuals. You probably seek advise from your friends when you are considering purchasing anything, whether it is a phone or a bank account, since you believe that they will act in your best interests and provide you with sensible advice. This implies that referrals have a lot of potential, not just in terms of conversion rate (which increases when someone is recommended to your firm), but also in terms of loyalty and profitability.

One-third of individuals say that social media impacts their purchasing decisions, so why not leverage it even more by creating shareable and entertaining campaigns? According to data from prior campaigns, the most successful referral programs are those that reward both the referrer and the recommended (here’s a case study on how Dropbox accomplished it in 15 months to gain 4 million members).


Authority has been proved to be an immensely powerful motivator of people’s behaviors time and time again, from Milgram’s famous experiment to analytical data obtained by websites. People are more likely to trust specialists on a specific issue, and when they are doubtful, they seek out these experts for help.

You won’t have an ad with a dated slogan like ‘9 out of 10 dentists believe,’ but you can still harness the power of authority to influence customer attitudes and behaviors in digital marketing. Authority may be gained in a variety of ways, some of which are related to the other subjects discussed in this page, such as referrals. Because people believe they are constantly recommended to authority persons, receiving a recommendation instantly places you in a position of authority. You may, however, take use of other people’s authority by enlisting the help of well-known people to contribute to your content marketing plan, whether via guest blogging or video marketing.


Gift-giving is a time-honored custom with clear advantages in relationship development. Gifts not only establish a pleasant tie between the donor and the receiver, but they also establish a giving-and-receiving relationship. When striving to fulfill predictions and objectives, businesses may find it difficult to give anything away for free, but understanding the social and psychological dynamics of presents may be a tremendous help in producing more money, and it doesn’t have to be expensive.

The whole content marketing mainstream movement is arguably founded on gift giving. It entails putting information out there for others to locate and use, with the hope that they will conduct business with you afterwards. As a result, digital marketers have discovered that providing excellent resources such as blog posts or e-books is the most accessible means of giving presents to prospective customers.

However, when you consider the findings of a research conducted at the University of Toronto, which found that experiences are considerably more effective gifts than monetary ones, things start to get interesting. This implies that marketers have a plethora of possibilities for providing their audiences with more than simply content. Perhaps host an event in VR Chat or a live broadcast, similar to BuzzFeed’s staff dance-off, that encourages people to feel something and share a moment with one another.


This ominous-sounding segment is about something that practically everyone encounters on a regular basis: FOMO (fear of missing out). FOMO is the anxiety individuals feel when they believe they are missing out on something irreplaceable while others are enjoying it to the fullest right now. FoMO is what makes individuals spend three days in line in front of an Apple shop and what makes you feel uneasy when your pals speak about a gathering you’ll have to miss due to another commitment.

This notion may be used by digital marketers to influence buyer choices by (responsibly) keeping consumers engaged with information because they are afraid of losing out. This may be accomplished via limited availability material such as live streaming or special deals, frequent updates that are predictable, and user-generated content that is simple to share on social media. It’s simply crucial not to go too far and make it too tough to get back into if someone misses a date.


While most marketers have certainly come across and utilized these strategies in the past, it’s important to understand why they’re packaged in this way and how they work. If we go back to the source and understand why these methods work, we can not only make our own efforts more effective, but we can also open the door to a whole new range of channels and strategies, all of which can be completely different final products but all stemming from the same true principle.

Social psychology is the study of how humans interact with each other and society. Marketers can use this to their advantage by using psychological marketing strategies.

Frequently Asked Questions

How is social psychology used in marketing?

A: Many social psychologists are employed in marketing departments to help design advertising campaigns that will be effective and reach their intended audience.

How do marketers use psychological practices to influence consumer behavior?

How can psychology be used in marketing?

A: Important in marketing is understanding human behavior, and psychology can be used to gain a better insight into how people decide what they buy.

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