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Advertising manipulating the mind of the consumers

Since the dawn of capitalist ventures, successful marketing has always used human psychology to its benefit.

Manipulating Maslow: How Advertising is Hijacking Our Heads and Making Us Unhappy

Early on, marketers made claims based on intuitive understanding of human behavior. Cue snake oil salesman. Snake Oil Salesman Source: In 1957, in his book Hidden PersuadersVance Packard uncovered just how influential psychology and behavioral science were becoming to advertising agencies. First, physiological needs must be met food, water, warmthfollowed by safety needs securitylove needs sense of belonging and loveesteem needs sense of accomplishment and prestige.

Only once all of these requirements are addressed can a person reach their full potential.

How do advertisements manipulate or change consumer buying behaviour?

Advertising targets the most basic psychological demands and plays off denial of our access to those needs. How Advertising Hijacks Fear Aversion Branding and marketing expert Martin Lindstrom, author of Buyology advertising manipulating the mind of the consumers, dug even deeper into the effect of advertising on the human psyche. In a three-year, seven million dollar neuromarketing study, his cutting-edge experiment peered inside the brains of 2,000 volunteers globally as they encountered ads, logos, commercials, brands, and products.

What he found was that fear overrides any other purchasing behavior. Contextual advertising, placing banners or click-bait that feed off recent user trackinghelps marketers stoke a sense of fear by creating urgency. On top of the pseudo-urgency ads create, advertisements are designed to edge thinking out of the equation.

7 Tricks Advertisers Use to Manipulate You Into Spending More Money

As a result, consumers act hastily, without thinking, to quickly resolve whatever emotional response is plaguing them at the time. Research out of the University of Southern California USC shows that 31 percent of successful advertising campaigns appeal to emotions rather than rationality 16 percent.

In our recent analysis of more than 21 thousand banner ads, we uncovered that 41. According to Impact of Color on Marketing90 percent of immediate judgments on products are determined by color. Consequently, there is a significant push to understand precisely why color makes such a big difference.

It advertising manipulating the mind of the consumers out that the assumptions we make about color can calm us or rev us up. More specifically, researchers have learned that monochromatic color schemes allow an individual to focus too much on their thoughts, and is typically considered unsuitable for advertising.

On the other hand, bright colors or distinct contrast have an activating effect. That excitation seems to pay off. USC has shown that contrasting conversion buttons increase clicks up to 60 percent! Consequently, many marketers are increasingly optimizing advertising manipulating the mind of the consumers high contrast, e. Furthermore, according to Sally Augustin, Ph. For example, businesses trying to create an atmosphere of relaxation usually use a blue and green color scheme because we associate these colors with calmness and a natural environment.

Our research has shown how powerfully color choices correlate with abusive or manipulative advertising. How Advertising and the Plethora of Consumer Goods Make Us Unhappy Sadly, however, all this psychological dilly-dallying and coercion may not be the worst effect marketing has on consumers.

New research on choice and happiness indicates that as the level of choice or perceived choice increases, so do our levels of dissatisfaction. One effect, paradoxically, is that it produces paralysis, rather than liberation. The second effect is that even if we manage to overcome the paralysis and make a choice, we end up less satisfied with the result of the choice than we would be if we advertising manipulating the mind of the consumers fewer options to choose from.

The nature of consumption, advertising, and human psychology means that as soon as we make a decision, we are reminded of what we did not choose or that we could have chosen better. We immediately feel the compounded opportunity costs of our decisiveness and begin regretting our choice.

The Science of How Marketers (and Politicians) Manipulate Us

Such regret is particularly effective when contextual advertising reminds us of what we did not choose. How does advertising guide us to resolve these negative feelings? Mark Greif advertising manipulating the mind of the consumers the New York Times clarifies our assumption well: By accepting that advertisers are increasingly playing our psychology against us and that the whole seduction of consumption ends in dissatisfaction, we can begin to appreciate just how abusive advertising manipulating the mind of the consumers industry can be to a largely ignorant and apathetic market.

Taking Back Control Luckily, there are millions of people who are tired of being manipulated and distracted by the whims of marketers. Some organizations in the U. Other services try to limit or eliminate advertising. Adblockers are increasingly popular solutions for Internet users tired of being tracked, retargetedand sold to. May want to change that to actually be correct.