Psychological Triggers and Cognitive Biases in Marketing

Introduction

• Purpose: Unpack 15 psychological triggers and cognitive biases used in marketing
• Audience: Business owners, marketers, and consumers
• Significance: Even knowing these biases are being used against you, they still influence you

Psychological Triggers and Cognitive Biases

1. Halo Effect

• Description: First impression bias
• Impact: Influences all future interactions with a brand, business, or person
• Strategy: Ensure positive first impressions; evaluate first touchpoints
• Benefit: Buffers against future negative experiences; builds brand loyalty

2. Serial Position Effect

• Description: First and last pieces of information are most important
• Application: Focus on beginning (customer journey, marketing funnel) and end (final call to action)

3. Recency Effect

• Description: Most recent information is weighted more heavily
• Strategy: Increase frequency and touchpoints to keep content recent
• Benefit: Enhances decision-making in favor of more recent interactions

4. Mere Exposure Effect

• Description: Familiarity increases likability and trust
• Strategy: Appear frequently in front of customers
• Benefit: Increases trust and likability; sustainable business growth

5. Loss Aversion

• Description: Fear of missing out (FOMO)
• Strategy: Use scarcity and urgency (deadlines or limited supply)
• Caution: Must be genuine and authentic

6. Compromise Effect

• Description: People prefer middle-ground options
• Strategy: Offer low-priced, middle-priced, and high-priced options; position desired option in the middle
• Enhancement: Use the