Ethically Exploiting Mental Triggers For Profit

Happy Tuesday Moementum family!

I often find myself asking questions on why a new ad, landing page, or campaign worked or not & usually it just leads me to pull up some consumer psychology blog to help me find answers.

I am always on this mission to understand why people buy what they buy beyond the data.

And once you truly understand that and recognize specific patterns…

Well, you can subtly influence more and more people to make a purchasing decision, without them even knowing it.

Powerful stuff.

Today, I'm going to explain some simple psychology ideas, the psychology of color, and the concepts of urgency and scarcity that go along with it.

Let's get into it.

Consumer Psychology

Consumer psychology is all about understanding the thought processes and behaviors that drive consumers to make purchasing decisions.

Understanding consumer psychology could make or break your marketing efforts.

Things like social proof, reciprocity, and scarcity play huge roles in influencing your consumers subconsciously.

Real-World Example

Let’s take social proof…

When consumers see others enjoying a product, they’re more likely to purchase it themselves.

For example, take Amazon. Their “Newest feature on listings is “Number of units sold in a month”. It’s a simple hack that plays into the psychological social proof trigger to boost conversion rates and pump up sales volume

What We Can Learn From This:

• Social proof is one of the most important factors on your product page

• High-quality customer reviews and sales volume play a huge role.

• Highlight best-sellers and popular products.

• If you don’t have reviews, try and give that same effect with as many real-life images of customers enjoying your product.

The Psychology of Color

Colors in your brand aren’t just pretty to look at… they have a profound impact on consumer behavior.

Red creates urgency and encourages action…

Blue creates trust and reliability…

Yellow creates feelings of optimism and cheerfulness…

Color psychology is a deep rabbit hole, and the colors you use for your branding and in your creatives can influence your audience’s feelings, decisions, and even their willingness to buy.

Real-World Example

Take Apple, for instance. Their use of minimalist white and sleek black backgrounds not only makes their products pop but also conveys a sense of luxury and sophistication.

What We Can Learn From This:

• Understand the emotional triggers of our target audience, and choose colors that resonate with them and our intentions.

• A/B test different color schemes on our landing pages and ads to see which ones perform better.

• Use our chosen color palette consistently across all touchpoints to build brand recognition and trust.

Scarcity & Urgency

68% of consumers impulsively buy products when they feel a sense of urgency.

Urgency and scarcity are two of the most powerful psychological triggers that push people down the purchase journey.

Scarcity works by creating a perception of limited availability, making a product appear more desirable.

Urgency, on the other hand, moves consumers into immediate action. It’s the “act now before it’s too late” mentality.

Combine these two, and you’re creating a massive subconscious incentive for people to buy your products.

Real-World Example

Here’s an example of how we set our bundle offers on NZT-48

As you can see, we’ve included text at the top to add an element of urgency to the page.

What We Can Learn From This:

• Introduce limited-time discounts or exclusive products to create a sense of scarcity.

• Add countdown timers to your landing pages or emails to inject urgency and drive immediate action.

• Clearly display stock levels or use phrases like "only a few left" to push the urgency button.

Those are my thoughts for today!

Consumer psychology is a very underlooked area of marketing in every business.

So stop sleeping and start analyzing.

See you Thursday and as always…

Crush your week, and keep the Moementum rolling!

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