Marketing isn’t just about pretty pictures and snazzy slogans—it’s about cracking the code of human behavior. Lucky for us, Nancy Harhut’s Using Behavioral Science in Marketing spills the beans on how people make decisions (spoiler: it’s not with logic).
According to Nancy, most of us are on autopilot, relying on mental shortcuts called heuristics. These little brain hacks help us survive the endless barrage of choices, like picking a toothpaste brand without spiraling into existential dread. For marketers, understanding these quirks is like finding a cheat code for better results.
Take social proof, for example. Humans are copycats. If everyone’s doing something—whether it’s buying a product or wearing Crocs—others will follow. So, next time you show off customer reviews, remember people trust strangers on the internet more than their own judgment.
Then there’s scarcity, the marketing world’s version of “Hurry! Supplies are limited!” FOMO (fear of missing out) is a powerful motivator. Combine that with authority—a credible expert saying your product is awesome—and you’ve got a recipe for success. Think Oprah saying, “You need this,” and the internet exploding.
Finally, there’s loss aversion, which is fancy talk for, “We hate losing stuff.” Frame an offer as something they’ll miss if they don’t act, and suddenly, everyone’s in a rush.
Harhut’s advice? Use these tools wisely, marketers. After all, it’s not manipulation—it’s science… with a touch of flair.