The History of psychology in Marketing

 

Psychology and marketing have always been intimately connected. The study of human behavior and applying that knowledge in the business world has a long history. The field of psychology has provided invaluable insights to the marketing profession, which has helped businesses better understand their customers and create more effective advertising campaigns.

One of the earliest uses of psychology in marketing can be traced back to the 1920s. This was a time when advertising was starting to take off, and marketers were trying to figure out the most effective ways to reach potential customers. One of the pioneers in this field was Sigmund Freud's Nephew Edward Bernays, often called the "father of public relations." Bernays used the principles of psychology to help companies create advertising campaigns that would appeal to their customers on a deeper level.

One of the most famous examples of Bernays' work was his campaign for Lucky Strike cigarettes. At the time, smoking was not considered socially acceptable for women. Bernays recognized that he could change this by appealing to women's desire for equality. He created a campaign that featured women smoking in public and referred to cigarettes as "torches of freedom." This campaign was wildly successful and helped break down the social stigma surrounding women smoking.

Another important figure in the history of marketing psychology  was Claude Hopkins. Hopkins was a copywriter who worked in the early 1900s. He believed that the key to creating effective advertising was to focus on the needs and desires of the consumer. He was a pioneer in the use of market research and testing to create advertising campaigns that would resonate with potential customers.

Hopkins' most famous campaign was for Pepsodent toothpaste. He recognized that people didn't brush their teeth regularly because they didn't need to. He created a campaign focused on the sensation of "film" on the teeth, making people feel like they needed to brush their teeth. This campaign was incredibly successful and helped to make Pepsodent one of the most popular toothpaste brands in the world.

The 1950s and 1960s were a time of significant change in the marketing profession. This was the era of the "Mad Men," a term used to describe the advertising executives who worked on Madison Avenue in New York City. These men were known for their creativity and ability to create advertising campaigns that captured the spirit of the times.

One of the most important figures from this era was David Ogilvy. Ogilvy believed that advertising should be based on research and that it should be designed to appeal to the rational side of the consumer's brain. He created some of the most iconic advertising campaigns of the 20th century, including the "Man in the Hathaway Shirt" campaign.

Ogilvy was also a proponent of the use of psychology in marketing. He believed that understanding the motivations of consumers was essential to creating effective advertising campaigns. He once said, "The consumer isn't a moron; she is your wife. You insult her intelligence if you assume a mere slogan and a few vapid adjectives will persuade her to buy anything."

In the 1970s and 1980s, the marketing profession shifted towards a more data-driven approach. This was the era of direct mail and telemarketing, and marketers were focused on gathering as much information as possible about their customers. This information was used to create targeted marketing campaigns that appeal to specific population segments.

During this time, psychology continued to play an essential role in marketing. Psychologists were called to help companies understand consumer behavior and develop strategies for influencing that behavior. One of the most influential psychologists during this era was Robert Cialdini. Cialdini wrote a book called "Influence: The Psychology of Persuasion. "Influence: The Psychology of Persuasion" was published in 1984 and became an instant classic in the marketing profession. The book outlined six principles of persuasion: reciprocity, commitment and consistency, social proof, liking, authority, and scarcity. These principles have been used by marketers ever since to create advertising campaigns that are more effective in convincing consumers to buy products or services.

Reciprocity, for example, is the principle that people are more likely to do something for someone else if that person has done something for them first. This principle is often used in marketing to offer potential customers free samples or gifts, making them more likely to buy a product or service in return.

Commitment and consistency is the principle that people are more likely to follow through on something if they commit to it. This principle is often used in marketing to get customers to sign up for a free trial or make a small purchase, hoping that they will continue to use the product or service in the future.

Social proof is the principle that people are likelier to do something if they see others doing it. This principle is often used in marketing to show customer testimonials or to emphasize the popularity of a product or service.

Liking is the principle that people are more likely to do something if they like the person or company asking them to do it. This principle is often used in marketing to create likable characters or personalities representing a brand or product.

Authority is the principle that people are likelier to do something if they believe the person or company asking them to do it has authority or expertise. This principle is often used in marketing to show a company's or its employee's qualifications or credentials.

Scarcity is the principle that people are more likely to want something if they believe it is in limited supply. This principle is often used in marketing to create a sense of urgency around a product or service, hoping customers will buy it before it runs out.

The principles of persuasion outlined in Cialdini's book are just one example of how psychology plays a pivotal role in marketing today. In fact, the field of marketing psychology has grown significantly in recent years as more and more companies seek to understand the psychology of their customers and use that knowledge to create more effective advertising campaigns.

One of the most exciting developments in this field is neuromarketing. Neuromarketing studies how the brain responds to marketing stimuli, such as advertising or packaging. Using techniques like fMRI and EEG, researchers can track brain activity and gain insights into consumers' decisions.

Neuromarketing has already been used by some of the world's biggest companies, including Coca-Cola and Google. For example, Coca-Cola used neuromarketing to test the effectiveness of a new packaging design, while Google used it to determine the most effective color for its search results page.

Another area of marketing psychology that is growing in importance is the study of consumer emotions. Emotions play a significant role in consumer behavior, and understanding how to appeal to those emotions can be the key to successful advertising campaigns. Researchers in this field use facial expression analysis and biometric measurements to gain insights into how consumers feel when they see advertising.

Overall, the history of psychology in the marketing profession is long and fascinating. From the early pioneers like Edward Bernays and Claude Hopkins to the modern-day practitioners of neuromarketing and consumer emotion research, psychology has played a crucial role in helping marketers understand their customers and create more effective advertising campaigns. As technology continues to advance, psychology will likely continue to play an increasingly important role in the field of marketing for many years.