Disassembling 9 human marketing skills and cases

Today I continue to share 9 human marketing cases!

1. Over-rationalization

The so-called over-rationalization refers to the "laziness" of human nature. If the "external factors" can convince the other party, the other party will not delve into the "internal factors".

Marketing Case:

For example, in the “bargaining and fission marketing” of Pinduoduo mentioned before, consumers only see the products that are about to be obtained, but do not delve into how “difficult” it is to get this product!

For example, for the Baijiahei cold medicine mentioned earlier, consumers only saw its uniqueness of “staying away from sleepiness during the day and sleeping soundly at night”. But without further investigation, I found out that the ingredients of this cold medicine are actually similar to other cold medicines!

Another example is the “buy one get 18 free surprise package” that Afu Essential Oil previously launched, but consumers only saw the great value and cheapness. But I didn’t delve into the reason why the buy 1 get 18 free scheme….

2. PAC Theory

The so-called PAC theory says that everyone has three sides: P (parent), A (adult) and C (child)!

Marketing Case:

Let me tell you an interesting case. Many years ago, when I was working in advertising, I came across a "brand brainwashing advertising masterpiece." Because the memory was so vivid, the client’s marketing department later used this advertisement repeatedly to train department staff. This advertisement contains the three elements of PAC and also combines them. For example, the love between P and C, the conflict between C and P, C growing into A, A understanding P and other combined elements! Most importantly, it's brainwashing! Therefore, I strongly recommend watching this "Unforgettable Taste of Home" commercial!

3. Game psychology

The so-called gaming psychology refers to the “laziness” of human nature. Everyone loves games that “seemingly easy”.

Marketing Case:

Do you still remember the "Lian Coffee Online Cafe" that was very popular back then? Lian Coffee has attracted 1 million people to open their own online coffee shops in a single week. While achieving its marketing goals, it has also left users with a good impression of the Lian Coffee brand. It can be said that Lian Coffee has become a model of explosive marketing in the industry. Its simple and easy-to-use operation is more like an "online cafe development game", which makes millions of people immerse themselves in the game~

4. Entertainment Psychology

The so-called gaming psychology refers to the laziness of human nature. People prefer entertaining things rather than stereotyped advertisements.

Marketing Case:

If we take advertising as an example, the "Thailand Advertising" known as the landslide in the advertising industry is definitely the most attractive. It has completely made advertising entertaining and interesting, making it easier for consumers to remember and accept it.

Another example is that it is clearly a serious matter to promote the tourism industry of a county, but Kumamoto Prefecture can come up with something as funny as Kumamon...

5. Bounded rationality

The so-called limited rationality refers to the stupidity of human nature, and data can convince people.

Marketing Case:

For example, Robust’s purified water’s “27-layer purification”

For example, the 1:1:1 ratio of King Arowana blended oil

For example, Chu Orange’s 24:1 golden sweet and sour ratio rock sugar orange

6. Self-compensation psychology

The so-called self-compensation psychology means that everyone wants to compensate for what they didn't get before.

Marketing Case:

For example, young people:

Because your parents don't allow you to travel, you are not interested in "traveling on a whim", so travel agencies try to trick you into spending money.

Because you were dumped before, you are not interested in "love that never breaks up", so social apps trick you into spending money.

Because they are afraid of growing up, they are sensitive to the saying "If you don't go crazy now, you will get old", so bars try to trick you into drinking more.

7. Bosh's Law

The so-called Bosh's Law refers to the human nature of "pretending". Once people know what is done well, they will work hard to do it better in order to gain praise and recognition.

Marketing Case:

When you are using various APPs, have you noticed that merchants always design a lot of " spiritual rewards " for you in order to get you to complete certain specific tasks?

For example, if you use Didi to hail a taxi, the more times you take it, the higher your VIP level will be, and the higher the badges and honors Didi will give you!

For example, if you always answer questions on Zhihu, Zhihu will give you a badge. In order to prove yourself, you will continue to answer questions and get more badges!

8. Participation Effect

The so-called participation effect refers to the "pretentious" nature of human beings. Because it is an honor to have him participate in your affairs, he will be more willing to communicate with you.

Marketing Case:

For example, the classic MUJI, many of its innovations come from consumers, and MUJI attaches great importance to this sense of participation. For example, ideas like breathable hats and ergonomic sofas were all proposed by consumers, and consumers are more willing to promote them because they have proven their abilities!

For example, Xiaomi mobile phones, why are so many Mi fans willing to participate in the improvement of Xiaomi mobile phones from generation to generation? Because Xiaomi will give them a feeling that " Xiaomi's upgrades are inseparable from their contributions "! This will make rice noodles unable to stop!

9. Love the house and love the dog

The so-called love of a house and love of his dog refers to the "laziness" of human nature. Because you want to be nice to people close to him, he will casually introduce you to those close to him.

Author: Su Yan Ben Yan

Source: Su Yan Ben Yan