As marketers, we don’t often think about how much power we have over the way society views the world. We have the ability to change the way consumers view our products and services, competitors, industries as a whole, and even themselves.
Just take a look at how the standard of beauty has changed over the years thanks to magazines and commercials’ depiction of style. While this has certainly benefited a few businesses, it has also had a huge impact on younger girls’ self-esteem. One study showed that 7 in 10 teenage girls today believe that they are not good enough or don’t measure up in some way.
Behavioral science and psychology are extremely effective tools for influencing customer behavior. As marketers, it’s essential that we take careful consideration before applying behavioral triggers and think about how ads could influence consumers beyond persuading them to buy from a specific brand.
Kurt Nelson and Tim Houlihan are behavioral science experts who host the Behavioral Grooves Podcast, a podcast dedicated to helping people apply behavioral science to their work and life.
I was honored to be a guest on the podcast back in 2018 to discuss Marketing to Mindstates.
In addition to breaking down the principles of Mindstate Marketing, the guys and I also explored the ethical dilemma of using regulatory fit and other motivational theories to influence consumer behavior. It’s not always an easy subject to approach, but it’s something every marketer and business owner needs to consider before they run a campaign.
Here are a few other topics we covered:
- 3 tips for anyone who wants to apply behavioral science to their business
- How our music tastes evolve over the years
- The side of the Wicked Crisps brand that few know about
Here’s the link to the episode if you want to listen.
And if you’re interested in learning more about Marketing to Mindstates, get the Mindstate Marketing Starter Package. For $39.99, the comprehensive bundle provides you with all the tools you need to learn the basics of Mindstate Marketing and begin to apply these principles yourself.