This document discusses the role of psychology in marketing, specifically how it relates to the traditional 4 P's framework of marketing - product, price, place, and promotion. It provides examples of how psychological principles can be applied to each P to improve marketing outcomes. For example, for products it discusses using psychological needs to drive engagement. For price it discusses anchoring effects. And for promotion it discusses persuasion models like the Elaboration Likelihood Model. It concludes that the use of psychology in marketing leads to better results by influencing consumer behavior.
2. 1. Hello
2. What is marketing ?
3. What’s Marketing and the 4p’s?
4. Where does Psychology fit in?
5. The future
3. • 1980-2011: Advertising, Marketing, Commercial Management,
General Management
• 2011-Now: Science, Consulting, Teaching, Blogging
Ronald Voorn
On the Internet since 1994
14. 2 Systems
Direct the Rider, Motivate the Elephant, Shape the Path. Heath & Heath (2010)
15. Independent
Uninformed
Copying
20
Adapted from Earls, CopyCoyCopy, Wiley
2015
CONSIDERED
QUALITY ISCLEAR
PRODUCT, FEATURES,
FUNCTION & COSTS
BETTER MOUSETRAP
GUESSWORK
HARD TO SEE DIFFERENCE
HABIT, AVAILABILITY, SALIENCE,
OFFERS
EXPERTS& AUTHORITIES
QUALITY OFTEN HARD TO SEE
RECOMMENDATIONS& USAGE
BY EXPERTS& AUTHORITIES
TRADITIONS& SOCIAL NORMS
SOCIAL IDENTITIES& STRUCTURES
COPYING PEERS
HARD TO SEE DIFFERENCE
WHAT’SPOPULAR HERE/NOW
WHAT FAMOUSPEOPLE USE
WHAT I HEAR MOREABOUT
NOWADAYS…
Informed
25. Eyal, N., & Hoover, R. (2015). Hooked: How to build habit-forming products. Penguin Canada.
26. Need to belong (Baumeister & Leary, 1995; Nadkarni & Hofmann, 2012),
Need to build up social capital (Coleman, 1988; Ellison, Steinfield & Lampe, 2007, 2011) and
Need for self-presentation (Brandtzaeg & Heim, 2011; Leary & Kowalski, 1990; Lecky, 1945; Lin & Lu, 2011;
Nadkarni & Hofmann, 2012; Sirgy, 1982; Taylor, Strutton, & Thompson, 2012).
Homo Economicus ….. Rofl
27. Skinner 5.0
van Deursen, A. J., Bolle, C. L., Hegner, S. M., & Kommers, P. A. (2015). Modeling habitual and
addictive smartphone behavior: The role of smartphone usage types, emotional intelligence, social
stress, self-regulation, age, and gender. Computers in Human Behavior, 45, 411-420.
33. Kahneman, D., Fredrickson, B. L., Schreiber, C. A., & Redelmeier, D. A. (1993).
When more pain is preferred to less: Adding a better end. Psychological science, 4(6), 401-405.
39. Anchoring
Strack and Mussweiler (1997)
1) Did Mahatma Ghandi become older than 140 ?
2) At what age did he die?
1) Did Mahatma Ghandi become older than 9 ?
2) At what age did he die?
67/50
40. Poundstone, W. (2011) Priceless: the Myth of Fair
Value (and How to Take Advantage of It), Hill & Wang
Upper right, Anchoring &
Bracketing
47. Everything is Psychology
1. Brand
2. Personality
3. Groups
4. Cultures
5. Media behaviour
6. Decision models
7. Heuristics
48. Elaboration Likelihood Model
Cacioppo, J. T., & Petty, R. E. (1983). Central and peripheral routes to persuasion:
Application to advertising. Advertising and consumer psychology, 3-23.
WATtage
Dimmer/Switch
49. Voorn, R. (2013). What’s this thing called Love? Exploring the relationship between brand love, personality,
and the propensity to anthropomorphize. UTwente
50. The endowment effect (Thaler 1980), also known as “status quo bias” (Samuelson and Zeckhauser 1988)
https://www.warbyparker.com/home-try-on
51.
52. Cialdini, R. B. (1993). Influence: The psychology of persuasion.
53. Tversky, A., & Kahneman, D. (1981). The framing of decisions and the psychology of choice. Science, 211(4481), 453-458.
54. “Use of Psychology in marketing
leads to better results”
Gaze
Cueing
Bayliss, A. P., & Tipper, S. P. (2006). Predictive gaze cues and personality judgments: Should eye trust
you? Psychological Science, 17, 514–520.
60. Youyou, W., Kosinski, M., & Stillwell, D. (2015). Computer-based personality
judgments are more accurate than those made by humans. Proceedings of
the National Academy of Sciences, 112 (4),1036–1040.
My Personality project
4 mio profiles, 6 mio test results
http://www.psychometrics.cam.ac.uk/productsservices/mypersonality
Mensen gaan zowel onbewust als bewust met media om.
En afkick verschijnselen
Skinner, mediated positive strokes by social networks
CockPit Individueel, van jou, personal space, in control. Minst gedeelde auto ter wereld
Brakes kleine vibraties bij begin van gas geven. Letting the tiger go
Smell na 21 maanden een nieuwe bestellen
Clocky en rainbow
Als er echt een begin en eind is dan zorgt de peak end heuristic ervoor dat onze herinnering bepaald wordt door een peak moment en het einde van een ervaring
The first trial had subjects submerge a hand in 14°C water for 60 seconds. The second trial had subjects submerge the other hand in 14 °C water for 60 seconds, but then keep their hand submerged for an additional 30 seconds, during which the temperature was raised to 15 °C. Subjects were then offered the option of which trial to repeat. Against the law of temporal monotonicity, subjects were more willing to repeat the second trial, despite a prolonged exposure to uncomfortable temperatures. Kahneman et al. concluded that “subjects chose the long trial simply because they liked the memory of it better than the alternative (or disliked it less).