Herewith this article, you will be redirected to the clearer concept of what actually is Priming Psychology? & How are these things so crucial in Marketing.
As you’ve probably realized, various beliefs of psychology are crucial to effective marketing. After all, psychology is all about understanding human behavior and similarly, marketing is about applying that knowledge.
There are many factors that influence this behavior, and while the least part of the human decision-making process is conscious, many of these factors influence behavior at a nonconsciousness level.
⇒ Priming is a technique used in cognitive psychology that affects reactions to particular stimuli through exposure. The way our brains work, store, and collect information works with our unconscious reactions, to change our thinking behaviors and reactions. Primary is when we expose someone later on to something that affects her conduct — without knowing that the first thing guided her behavior.
Priming takes place every time exposure to something can change behavior or think at a later stage. If a child, for example, sees a bag of sweetheart near a red bank, the next time they see a bench, they could begin to look for or think about a dough. In order to change someone’s behavior, priming uses an incentive as words, images, or actions.
For instance, research has found that we can make it possible for anyone to go slower by reading words such as cautiously or easily. Or, by having them read words like a patient, polite, and respectful, we could make someone less gross.
So, How priming Psychology can be used?
Priming can be used with a variety of stimuli. Here are the most common priming sources:
Words: Having someone read words, unscramble words, or work with words can prime them to act on the meaning of that word. For example, you read the word ‘thorough’ should make you read this article more thoroughly.
Images: Having someone look at an image, draw an image, or work with an image can prime them for what the image represents. For example, can you read the word in this image? I just primed you to be more likely to “SUBSCRIBE”
What can priming do with us?
1. Conceptual Priming
Make us faster to recognize or identify something
A simple example is where someone who has previously seen the word ‘yellow’ will be slightly faster to recognize the word ‘banana’ in a later context. (See image below.) This happens because the words ‘yellow’ and ‘banana’ are closely associated with memory. This is known as semantic or conceptual priming.
2. Construal Priming
Affect our perception or judgment
Someone who is prepared for the idea of fear may judge in a subsequent situation something, or somebody, as more threatening. And whatever the situation they find themselves in after being primed, any question which involves them making judgments such as “What is that?” or “Who is that?”.
Which is likely to be subconsciously influenced by the concept with which they have been primed. This is known as construal priming.
3. Behavioral Priming
Affect our later actions and Behaviour
For example, people first primed by reading words associated with impolite behavior are subsequently more likely to behave rudely, interrupting another’s conversation for instance. Again, any matter involving them to take action or decide what to do is likely to be affected by what they were previously asked. This is known as behavioral priming.
So we might think about how we could prime a person’s behavior so they are more receptive to a particular brand, and to be more psychologically disposed or receptive to a brand’s tangible and intangible assets.
4. Goal Priming
Affect our goals and motivations to do something
For example, someone primed with the concept of competitiveness may be more likely to want to behave more competitively in a later activity. Once again, in any subsequent situation in which someone asks themselves “What do I want to do? What am I motivated to do?” they will be influenced by what they have been primed by in an earlier context. This is known as goal priming.
So we could think of creating a context so that the primed objectives match the assets of the brand.
Priming in Market
Depending on your target audience and the product being advertised, as a marketer, you can utilize a range of different ‘priming’ techniques. These include:
1. Activating the ‘desired identity’ of people
⇒ Customers may be primed to feel a common sense of identity that will encourage them to take action, for example, by using words like ours and ourselves. “We can make a difference together,” the slogan to support the use of bags, came from Whole Foods. In this way, it is very likely that your message will encourage customers to take collective action.
2. Subconscious cues can drive behavior changes
⇒ Colors and ‘emotional hints’ can prime consumers to act in search of certain emotions. For example, Coca-Cola’s signature red color (representing emotion and passion), combined with the message ‘open the happy can’, creates a yearning for immediate satisfaction.
3. Provide options to guide decision-making
⇒ Providing your customers with suggestions and targeted options, ensure that they have a point of reference for their decisions. For example, by suggesting that most restaurant patrons tip 15%, it’s likely that most customers will tip somewhere in the vicinity of 15%.
⇒ When content is shared by someone from your social circle, it’s more likely that you’ll extend your trust to the same products. People share content when they see the value and if it is not too busy. Helping your customers express and share opinions online can make a big difference. Make it clear that social media, industry blogs and forums, and review platforms such as TripAdvisor, are the appropriate channels for your business.
Explore Priming Psychology Definition with some facts, data, and experience. I hope you have got at least something important regarding Priming Psychology. Do let us know in the comment below, what is your personal opinion about Priming Psychology.