Consumer Psychology
Why people buy what they buy — and how understanding these psychological triggers makes you a better, more ethical marketer.
Key Psychology Concepts
The Power of Influence
Marketing is less about selling products and more about solving human needs through psychology. By understanding how the brain makes decisions, you can communicate value more effectively.
Dr. Robert Cialdini identified six core principles of influence that have become the gold standard for ethical marketing strategies.
FOMO (Fear of Missing Out)
The anxiety of being excluded from something others are experiencing. It's a powerful combination of scarcity and social proof that drives immediate action.
Cialdini's Remaining Principles
People follow the lead of credible, knowledgeable experts. This is why brands use certifications, awards, and expert endorsements.
People prefer to say yes to those they know and like. Building a brand personality that resonates with your audience is critical.
Once we make a choice or take a stand, we face personal and interpersonal pressures to behave consistently with that commitment.
Video Recap Slides
Watch & Learn
A deep dive into how psychological triggers drive conversion.
Day 6 Certification Quiz
Test your mastery of consumer psychology principles. Answers are checked for keywords.
1. What is it called when people are influenced by what other people do, like reviews?
2. What principle makes people want something more when it is limited?
3. What is the time-based version of scarcity called?
4. What does FOMO stand for?
5. What principle describes the instinct to give back when gifted something first?
6. What is it called when the first price you see influences later judgments?
7. How many principles of influence does Cialdini identify?
8. Which principle is based on people saying yes to those they trust?
9. Which principle means following advice of experts?
10. Which principle says people stick to things they already publicly agreed to?