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Psychological aspects that influence consumer behavior

Psychology is a very important aspect that brands must leverage to achieve better results with their marketing actions, it is a science that can help to better understand the behavior of consumers. According to information referred by Buffer, these are psychological biases that generate a significant impact on the behavior of online consumers:


The drag

The drag effect is the first psychological bias to be highlighted. The idea with this is that the rate of adoption of beliefs, ideas, ftrends increases as more people accept them.

In other words, this means that a person is more likely, for example, to believe in something if a large number of people already believe in them. This bias is also referred to as group thinking.

Brands can work through the development of testimonials, if a firm has many and they can have the effect that everyone loves the product, the company or the business.

This bias is about masses, so the numbers must be taken to establish it.


effect of certainty

Refers to our minds have the tendency to favor roads that are less risky, that are safe or where there is certainty.

This is how many brands and businesses offer reimbursement guarantees or test versions of products free of risk or commitment. The feeling that there are no risks is highly attractive to consumers. The more the consumer or potential client is assured that there are fewer risks, the better they will be able to feel about the decisions they make, it will even be easier for them to do so.

Brands and companies can take advantage of this bias in the form of copies for their campaigns and messages in the different channels.


Group favoritism

As third of the psychological biases emphasizes the rump favoritism. This refers to people giving priority to products and ideas that are popular in a group with which they identify.

The bias gives a clear idea of ​​how important people's identities can be, for example, if you have a preference for a sports team, the data will reveal that all those who identify with that same hobby for the sports team are more prone to Buy products and use similar services.The detail with this psychological bias lies in the fact that group identities are flexible and can change over time, this is something that brands that seek to take advantage of the bias must contemplate.

If a brand can find those identity indicators and knows which groups the potential consumer identifies with, it can obtain a very important advantage.


Confirmation bias

This is another of the most popular psychological biases that brands should know. It is the effect where the mind seeks, interprets, favors and remembers information that can confirm or amplify a belief it already has.

The effect becomes stronger when dealing with emotionally charged situations and when there are deeply held beliefs. It is easier for the brain to stick to current beliefs than to have to go through a decision-making process to choose a new set of beliefs.

Brands that seek to take advantage of this bias should consider that it is necessary to know the audience and their current beliefs.


The endowment effect

As last of psychological biases is endowment effect, which is very popular among marketing professionals. It is about the idea that people assign more value to things for the simple fact that they belong to them.

To play with this effect, marketers have a large number of actions to manage, for example, through coupons, free trials, product samples, etc. These experiences create the feeling of ownership or belonging with which people are less likely to leave things.

This bias is related to the status quo, one that talks about how people prefer things do not change.