Consumer psychology. The Psychology of Buying | Sales Magazine. Advertising and Marketing: How the Pleasure Principle Applies in Advertising and Marketing. What is The Pleasure Principle? The term “Pleasure Principle” is attributed to being coined by Sigmund Freud but has nothing to do with dream interpretation. This principle asserts that people will pursue pleasure instead of, or to avoid pain. Nowhere can this concept be seen more applicable in marketing than in the diet and fitness industry. How many ads have you seen that suggest rapid results without pain? Very few advertising campaigns use the “no pain no gain” approach. Simply put, most consumers want something that offers pleasure or satisfaction for little pain or sacrifice; something that simplifies an otherwise difficult task which includes physical, educational, and psycho-social tasks. According to Freud, the opposite of the Pleasure Principle is the Reality Principle. Business owners need to find ways to prevent the Reality Principle from overriding the Pleasure Principle.
Marketing Strategy Questions Marketing Ideas Based on The Pleasure Principle Why? Advertising and Marketing - The Principle of Reciprocity in Advertising and Marketing. What is the Principle of Reciprocity? A basic tenet in the psychology of relationships is called the Principle of Reciprocity. This principle basically defines the human need and tendency to want to give something back when something is received. This need is strongest when the gift is given without expectation of return. But even at the lowly (but important) level of simple social graces, a “thank you” (in response to an act of kindness or compliment) is still followed by another reciprocal gesture of accommodation “you’re welcome.” Not only are we compelled to give something back when a gift is received we are also compelled to not feel indebted to others.
Marketing Psychology Questions How can I make my customers feel as though they are being given something of value so that they do not feel like they are the only ones giving me something (their business)? Advertising and Marketing Ideas Based on the Principle of Reciprocity Building Successful Ongoing Business Relationships on Trust. Advertising and Marketing - Using The Scarcity Principle in Advertising and Marketing.
What is The Scarcity Principle? In psychology, the Scarcity Principle describes the urge to purchase, gather, or obtain something that a person feels that they may not be able to get in the future. Part of this urge stems from the need to ensure we have what we need to survive. We also tend to value things either rare or that we cannot have, but the pleasure principal also addresses the need to feel in control. By obtaining something that is difficult to get we demonstrate an ability to control our environment. This need to control is not just about self-worth, but also about "keeping up with the Jones'.
" The Perception of Value is Just as Important as Actual Value In post-war Japan, it was illegal to important diamonds until 1959. Within the next thirteen years, Japanese consumers became the second largest purchasers of diamonds. Controlling Supply and Demand Stimulates the Scarcity Principle Diamonds are not rare. This clever and sophisticated marketing ploy has worked since the 1960s. Prologue - The Diamond Invention. In Japan, the matrimonial custom had survived feudal revolutions, world wars, industrialization and even the American occupation. Up until the mid-196os, Japanese parents arranged proper marriages for their children through trusted 'intermediaries. The ceremony was then consummated, according to Shinto law, by the bride and groom both drinking rice wine from the same wooden bowl.
This simple arrangement had persisted for more than a millennium. There was no tradition for romance, courtship, seduction and prenuptial love in Japan; and no tradition that required the gift of a diamond engagement ring. Then, in 1967, halfway around the world, a South African diamond company decided to change the Japanese courtship ritual. The advertising agency began its campaign by subtly suggesting that diamonds were a visible sign of modern Western values. The campaign was remarkably successful. The diamond invention was an ingenious scheme for sustaining the value of diamonds in an uncertain world.