Submitted By

Tithi Das: A702131824090

MSC Psychology (Sem 3) - Section A

Submitted to
Dr. Nishkala Iyer
Consumer Psychology
(PSY4361)

AMITY INSTITUTE OF BEHAVIOURAL AND APPLIED

SCIENCE
AMITY UNIVERSITY, PANVEL
Q. Write a report of 750 words on at least 15 marketing or consumer psychology tactics or
techniques.
Ans. A wide array of marketing and consumer psychology tactics are applied by brands to shape
consumer behavior and drive purchasing decisions. Here are fifteen core techniques, each
grounded in psychological principles and proven in contemporary marketing:
1. Social Proof
Consumers look to others when uncertain about choices. Displaying testimonials,
reviews, or popularity metrics persuades potential buyers that a product is trusted and
valued, increasing their likelihood of purchase.
2. Scarcity
Highlighting limited availability, exclusive access, or expiry dates generates urgency and
a fear of missing out (FOMO). Scarcity motivates quicker decisions, since people value
rare or time-sensitive items.
3. Reciprocity
Offering something free such as samples, downloads, or trials which elicits a sense of
obligation in recipients, who feel compelled to return the favour with a purchase or
engagement.
4. Authority
Endorsements from experts, influencers, or recognized institutions enhance perceived
credibility, making consumers more likely to trust and buy products associated with
authority figures.
5. Commitment & Consistency
Encouraging minor initial commitments (e.g., newsletter sign-ups) increases the
likelihood of subsequent, larger commitments, as consumers seek consistency with their
prior actions. This "foot-in-the-door" technique is widely used in email marketing and
trial offers.
6. Anchoring
Presenting a higher-priced item first makes subsequent items seem cheaper by
comparison. Anchoring affects consumers’ perception of value and is effective in pricing
strategies and promotional campaigns.
7. Decoy Effect
Introducing a third, less attractive option can steer consumers toward the product the
marketer prefers them to select. The decoy effect influences choices by making one
option appear more reasonable or valuable.
8. Loss Aversion
Consumers are more motivated to avoid losses than acquire gains. Messaging that
emphasizes what they might lose—by not acting—spurs action. Marketers use this tactic
in urgency-driven campaigns and subscription retention efforts.
9. Emotional Marketing
Appealing to emotions, whether joy, fear, nostalgia, or empathy, creates powerful
connections and increases brand recall. Storytelling and evocative visuals leverage
emotional engagement for better results.
10. Paradox of Choice
Offering too many options can overwhelm and inhibit decision-making. Marketers
streamline choices to avoid analysis paralysis and guide consumers more efficiently
toward preferred products.
11. Priming
Subtle cues like images, words, or context can seed associations that influence later
behavior. For example, website design and environmental cues can prime consumers to
feel trust or excitement, enhancing conversion rates.
12. Psychological Pricing
Charm pricing (e.g., Rs.99 instead of Rs.100) makes items appear less expensive.
Strategically setting prices just below round numbers or using “center stage effect”
(placing preferred options in the middle) sways perceptions and increases sales.
13. Information Gap Theory
Teasing new features or withholding full information creates curiosity, which drives
consumers to research, click, or engage further in order to close the information gap.
14. Mere Exposure Effect
Repeated exposure to a brand, message, or product builds familiarity, which translates to
trust and preference. Brand consistency across platforms leverages this effect for greater
market share.
15. Personalization
Tailoring marketing, offers, or content to individual preferences, behavior, or
demographics keeps messages relevant and compelling. Personalization boosts
satisfaction, conversion, and loyalty by making consumers feel understood and valued.
16. Colour Psychology
Colours evoke emotions like red for urgency, blue for trust, yellow for optimism, which
marketers use to influence mood and decisions. Visual cues in branding, ads, and
websites direct attention and shape perceptions.
17. Framing Effect
How information is presented like positive framing (“save 20%”) vs. negative (“avoid
extra fees”). This impacts consumer response and decision-making. Marketers carefully
choose their framing to maximize persuasive impact.
18. Verbatim Effect
People remember the general idea rather than specific details. Clear, simple messaging
that focuses on core benefits ensures recall and resonance, making brands more
memorable.
 19. Analysis Paralysis
Reducing complexity in choices prevents indecision. Marketers effectively guide
consumers by featuring top-selling products, curated bundles, or simple pricing tiers on
landing pages.
20. Exclusivity
Offering products, deals, or content to select members or groups (e.g., loyalty programs,
VIP sales) creates a feeling of exclusivity, prompting consumers to act for fear of being
left out.
21. Center Stage Effect
Presenting the preferred product option in the center of a list or display capitalizes on a
subconscious bias toward the middle, leading consumers to gravitate toward, and choose,
this option more often.

Conclusion
The interplay between psychological insights and marketing practice is critical in guiding
consumers through purchase journeys. Each tactic outlined above relies on innate human
tendencies, biases, and motivations, making them essential for modern marketers aiming to
improve conversion, loyalty, and long-term brand success.