Five Behavioral Science Ideas Most Marketers Ignore (But Shouldn’t)
Some of the best ideas in behavioral science are hidden in plain sight. They’re not flashy. They’re not “innovative.” But they work. Here’s a quick list that could save you from another expensive marketing brainstorm.
1. The Mere Exposure Effect
The more people see something, the more they like it. Zajonc’s 1968 research showed this with nonsense words and random images. The Decision Lab breaks it down here 👉 https://lnkd.in/eZEMy4ns. Want people to like your brand? Show up often.
2. The IKEA Effect:
People value what they help create. Norton, Mochon, and Ariely (2012)(https://lnkd.in/eA4UMCSp) found that participants in a controlled lab setting were willing to pay more for self-assembled IKEA furniture than for identical pre-assembled versions. The effort of building made the product feel more valuable. Involving customers in the creation process gives them a stake in the outcome.
3. The Pratfall Effect:
Competence plus a minor flaw makes a person more likeable than perfection. Aronson, Willerman, and Floyd (1966)(https://lnkd.in/eBrg5FUj) showed this when participants rated a high-achieving person more favourably after they made a small mistake, like spilling coffee. A little imperfection builds trust.
4. The Peak-End Rule:
People judge an experience by its most intense moment and how it ends. Kahneman’s research proves this. The Decision Lab explains it here 👇 https://lnkd.in/eUkVFN3b. If you want people to remember your brand, create one brilliant moment and a great send-off. Forget smoothing out every detail.
5. The Goal Gradient Effect:
People work harder as they get closer to a goal. Hull (1932)(https://lnkd.in/e2-nHiCN) observed this in rats navigating mazes; they ran faster as they neared the food reward. This principle applies to human behavior as well. For instance, loyalty programs often show that customers accelerate their purchases as they approach a reward threshold. Displaying progress, such as "8 out of 10," can motivate individuals to complete tasks more quickly than starting from "0 out of 10."
These ideas have been tested and proven. They’re the forgotten tools sitting on the shelf while everyone else is chasing novelty. The edge lies in putting them to work when others won’t.