This document discusses the role of psychology in marketing, specifically how it relates to the traditional 4 P's framework of marketing - product, price, place, and promotion. It provides examples of how psychological principles can be applied to each P to improve marketing outcomes. For example, for products it discusses using psychological needs to drive engagement. For price it discusses anchoring effects. And for promotion it discusses persuasion models like the Elaboration Likelihood Model. It concludes that the use of psychology in marketing leads to better results by influencing consumer behavior.

1. The fifth in Marketing

2. 1. Hello
2. What is marketing ?
3. What’s Marketing and the 4p’s?
4. Where does Psychology fit in?
5. The future

3. • 1980-2011: Advertising, Marketing, Commercial Management,
General Management
• 2011-Now: Science, Consulting, Teaching, Blogging
Ronald Voorn
On the Internet since 1994

5. Modern Companies

6. Marketing

7. Recent general insights

8. Media Fragmentation

9. Media Time per Day

10. Media in NL 8+ uur
0
0.5
1
1.5
2
2.5
3
3
2.48
1.05
0.46
0.3
0.18
0.08

11. Very traditional still

12. Mobile baby!

13. Wom > e-WOM
Keller & Fay (2012). Meuter, McCabe & Curran (2013)

14. 2 Systems
Direct the Rider, Motivate the Elephant, Shape the Path. Heath & Heath (2010)

15. Independent
Uninformed
Copying
20
Adapted from Earls, CopyCoyCopy, Wiley
2015
CONSIDERED
QUALITY ISCLEAR
PRODUCT, FEATURES,
FUNCTION & COSTS
BETTER MOUSETRAP
GUESSWORK
HARD TO SEE DIFFERENCE
HABIT, AVAILABILITY, SALIENCE,
OFFERS
EXPERTS& AUTHORITIES
QUALITY OFTEN HARD TO SEE
RECOMMENDATIONS& USAGE
BY EXPERTS& AUTHORITIES
TRADITIONS& SOCIAL NORMS
SOCIAL IDENTITIES& STRUCTURES
COPYING PEERS
HARD TO SEE DIFFERENCE
WHAT’SPOPULAR HERE/NOW
WHAT FAMOUSPEOPLE USE
WHAT I HEAR MOREABOUT
NOWADAYS…
Informed

16. Irrational

17. Weinberger and Walker (2014)
Are there 2 me’s?

18. We are all connected

19. Brands are social
Constructs

20. Psychology in 4 P’s
1. Product
2. Place
3. Price
4. Promotion

21. Psychology in Product

22. Govers (2004)

25. Eyal, N., & Hoover, R. (2015). Hooked: How to build habit-forming products. Penguin Canada.

26. Need to belong (Baumeister & Leary, 1995; Nadkarni & Hofmann, 2012),
Need to build up social capital (Coleman, 1988; Ellison, Steinfield & Lampe, 2007, 2011) and
Need for self-presentation (Brandtzaeg & Heim, 2011; Leary & Kowalski, 1990; Lecky, 1945; Lin & Lu, 2011;
Nadkarni & Hofmann, 2012; Sirgy, 1982; Taylor, Strutton, & Thompson, 2012).
Homo Economicus ….. Rofl

27. Skinner 5.0
van Deursen, A. J., Bolle, C. L., Hegner, S. M., & Kommers, P. A. (2015). Modeling habitual and
addictive smartphone behavior: The role of smartphone usage types, emotional intelligence, social
stress, self-regulation, age, and gender. Computers in Human Behavior, 45, 411-420.

28. The biggest Skinner Box evah !

29. Psychologie in Product

30. Psychology is the key

31. Psychologie in Product
http://youtu.be/ZwlXRi8JEDc

32. Stefan Floridian Waters
HearMusic
iPsychology, endowment effect
Psychology in Product

33. Kahneman, D., Fredrickson, B. L., Schreiber, C. A., & Redelmeier, D. A. (1993).
When more pain is preferred to less: Adding a better end. Psychological science, 4(6), 401-405.

34. Psychology in Place

38. Psychology and Price

39. Anchoring
Strack and Mussweiler (1997)
1) Did Mahatma Ghandi become older than 140 ?
2) At what age did he die?
1) Did Mahatma Ghandi become older than 9 ?
2) At what age did he die?
67/50

40. Poundstone, W. (2011) Priceless: the Myth of Fair
Value (and How to Take Advantage of It), Hill & Wang
Upper right, Anchoring &
Bracketing

41. 4,85 Max 8 per
customer

44. Decoy Effect

46. Psychology in Promotion

47. Everything is Psychology
1. Brand
2. Personality
3. Groups
4. Cultures
5. Media behaviour
6. Decision models
7. Heuristics

48. Elaboration Likelihood Model
Cacioppo, J. T., & Petty, R. E. (1983). Central and peripheral routes to persuasion:
Application to advertising. Advertising and consumer psychology, 3-23.
WATtage
Dimmer/Switch

49. Voorn, R. (2013). What’s this thing called Love? Exploring the relationship between brand love, personality,
and the propensity to anthropomorphize. UTwente

50. The endowment effect (Thaler 1980), also known as “status quo bias” (Samuelson and Zeckhauser 1988)
https://www.warbyparker.com/home-try-on

52. Cialdini, R. B. (1993). Influence: The psychology of persuasion.

53. Tversky, A., & Kahneman, D. (1981). The framing of decisions and the psychology of choice. Science, 211(4481), 453-458.

54. “Use of Psychology in marketing
leads to better results”
Gaze
Cueing
Bayliss, A. P., & Tipper, S. P. (2006). Predictive gaze cues and personality judgments: Should eye trust
you? Psychological Science, 17, 514–520.

55. Tx to Bart Schutz
Visual Cueing

56. Don’t let the bedbugs bite

57. Trends

58. Digital for sure

59. Hot! personalisation+ psychology

60. Youyou, W., Kosinski, M., & Stillwell, D. (2015). Computer-based personality
judgments are more accurate than those made by humans. Proceedings of
the National Academy of Sciences, 112 (4),1036–1040.
My Personality project
4 mio profiles, 6 mio test results
http://www.psychometrics.cam.ac.uk/productsservices/mypersonality

61. 200 Tweets Michelle Zhou IBM
Smart Data

62. Automated buying soon for all
media

63. Other: Wearables – Microsoft
Hololens
https://www.youtube.com/watch?v=QRQv74J
7oSk

64. Mobile Targetting 3.0

66. Apple & Google driverless cars.
Why ??

67. 50 Minutes extra media time =
+ $ 5,6 Billion per day

68. Always ON: but for whom?
http://www.marketingfacts.nl/berichten/apple-watch-gaat-ons-socialer-maken

69. Future Disruption
Millward Brown (2015)

70. Use of psychology leads to better sales

71. Even the toilet lady knows !

72. Thank you !