12 Psychology Tricks Advertisers Don’t Want You To Know

Unfortunate as it is, the brain is easily manipulated.

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It happens to us everyday without our knowing, especially from advertisements. Learning about these tricks has definitely opened my eyes to this manipulation all around us & has helped me in various ways…including saving money.

Psychology Tricks Advertisers Don’t Want You To Know:

1. Regression to the Mean. A group of new pilots were being trained to fly a plane. Soon, the techniques were slightly altered & the pilots grew to be greater at flying. The trainers were beyond thankful that they switched the techniques. Regression to the mean is assuming a certain change to an aspect will yield the best results. The truth is that regardless of if the techniques were one way or another, the new pilots were bound to become more experienced as more training was enforced. I allowed this trick get to me when I decided to grow out my nails. I was instantly hooked when I saw a “hands & nail” lotion that claimed to greatly grow your nails. I was hooked because it “worked.” When I ran out of the lotion, it was out of stock…soon, I saw my nails still grew to great lengths without it. Advertisers count on this trick because you basically sell yourself to the product in believing it does something grand, when in reality, something grand had already been brewing without.
2. Persona. Every human being yearns to see themselves as something great. I recently [repeatedly] heard a commercial over the Summer for Dunkin’ Donuts’ refreshers; it went a little something along the lines of this: “The new Dunkin’ refreshers say something about your personality. The _____ (I don’t remember the flavor she said) one says I’m fun & positive. The _____ says I’m also fun & positive & the _____ says I’m…fun & positive.” I feel as though we all wish to see ourselves as someone who is fun & positive, & with the right mind listening, will rush to the nearest Dunkin’ Donuts merely to prove this to themselves & others.
3. Belonging. Another thing humans wish to possess is a sense of belonging. This may also tie in with #2. I recently booked a massage that I had found a great deal on. The bottom of the confirmation email said “Remember: Our customers tip the therapists according to the original price, not the discounted price, that’s why our customers are the coolest around.” I used to work in the waitressing business, so I know how serious tipping is. But, the goal with this was to make the buyer (me) feel as though I needed to be one of the “cool” customers & to do so, I’d comply with the orders given (tip according to the original price.) Apple also does this when showcasing a new product with knowledgeable actors [in appearance.] We long to feel as though we are full of knowledge a well, so we will comply in purchasing Apple products to feel this way.
4. Adjectives. This may also tie in with #2 & 3. We see the world in adjectives. If I showed you a picture the close up of man in a corner of a dark room, you would take his facial expression into account of what he was feeling. If I showed you the same man from a wide shot in the dark room, you’d say he is lonely. When an ad showcases a fun environment, we also wish to feel such way & convince ourselves to buy the product.
5. Weak Points. Advertisers feed off of your insecurities. The biggest advertisers who use this trick is the department of beauty.
6. Priming. Priming is when you are influenced subconsciously & act on this influence in a future situation. Huge billboards near freeways count on priming. You’re driving home [exhausted] from work & day dream the whole way home…was that light you just passed even green? You get home & your significant other asks what you have in mind for dinner, your response? “McDonald’s sounds amazing.” Little do you know, McDonald’s only sounds amazing because you passed a billboard of it on the way home & it stuck in your subconscious to be offered as an idea later when called upon to give one.
7. Expectations. Wine connoisseurs were given 2 different wines, 1 red, 1 white. The psychologists holding this experiment merely put red dye in the white wine to pass it as a red. When the connoisseurs were called upon to judge each wine, each said the red wine possessed a grapier taste than the white. We seek to have our world make sense, so we often trick ourselves into believing things that aren’t entirely true. When Dr. Pepper comes out with a new flavor & describes it to you through a radio ad as a sweet, must need summer beverage, you will soon see it this way as well.
8. Losses Loom Heavier. To every human being, a loss of anything weighs heavier to us than any win. Losing $1,000,000 feels as a heavier weight than winning $1,000,000. When we do lose something, we must feel it is for a good cause. I notice this when vehicle commercials showcase all the great aspects about their new car/truck, then the high price at the end of the commercial, so we think to ourselves, “well, $540 a month is pretty pricey, but it has so many features!,” then we find ourselves at the dealer the next day. Well, maybe not the next day, but various other advertisers also count on painting a pretty picture before showing the price to get you in the door as well.
9. Anchoring. Car dealers live for this trick. When you see a car priced at $13,900…it’s a bit much. But when the dealer offers a $2,000 discount, you reconsider signing the papers. Advertisers anchor a price on their products, so when you get a “deal” such as a coupon, discount, etc., you will feel more obligated to purchase the product because seriously, how can you pass that great offer up?!
10. Brand Loyalty. The more expensive a product, the more loyal you become to it. Those who prefer Apple over Samsung are loyal because of the ridiculous price you had to pay to receive the products. When we spend a large chunk of our earnings on a product, we tend to convince ourselves we like it because we don’t want to be that person that spends a large chunk of anything on something we don’t like. We wish to have our world align, so we will make up reasons [that we deeply believe] on why we prefer Apple over Samsung. If someone asked me why I choose Apple over Samsung, I really couldn’t give them an answer. Or why do I prefer the Veggie Straw brand over the cheaper Trader Joe’s brand that taste the exact same? I don’t know!
11. Argument From Authority. We often believe more from a knowledgeable person than someone who seems as though they are not. This is where toothpaste commercials having their actor pose as a dentist comes in. I have most definitely bought a toothpaste because it was “#1 dentist recommended.” But you know what I noticed, there’s an abundance of “#1 recommended” in various products & brands…
12. Rebels Against Mainstream. New products & sellers thrive when a rebel decides against mainstream. It’s free advertisement. You find a new [minimally] known band, tell a few friends about it, & soon, they tell their friends, & so on. Then, before you know it, this band grows to be widely popular, so you scavenge for a new minimally known band to love & the cycle starts over again. This phenomenon happens with every & all kinds of products/experiences from clothes to restaurants.

As humans, we are consumers, so we oftentimes have no choice but to comply with these tricks, but it helps greatly when knowing who is merely after your wallet using manipulation. Here’s to clever spending!