Behavioral Psychology

Behavioral psychology

is a field in psychology that focuses on observable behaviors and how they are influenced by the environment, particularly through learning principles such as classical conditioning, operant conditioning, and observational learning. In marketing psychology, behavioral principles are often applied to understand, predict, and influence consumer behavior.

Unconditioned stimulus

A stimulus that naturally and automatically triggers a response. It does not require learning to produce a response. For example, in Pavlov’s experiment, the food is the US because it naturally causes the dog to salivate. (food)

Unconditioned response

The natural and automatic response to the unconditioned stimulus. It is a reflex and not learned. For example, the salivation of the dog in response to food is the UR.

Neutral Stimulus

A stimulus that initially does not produce any specific response. When paired repeatedly with the US, it becomes meaningful. For example, the bell before conditioning is an NS because it does not cause salivation on its own.

Conditioned stimulus

The previously NS that, after association with the US, comes to trigger a response. For example, after repeated pairings, the bell becomes a CS because it now causes the dog to salivate.

Conditioned response

The learned response to the previously NS (now the CS). For example, the salivation in response to the bell (CS) is the CR.

Reinforcement

This refers to marketing efforts that encourage consumer behavior, making it more likely to occur again.

Positive reinforcement

Providing a reward or something pleasant to encourage consumer behavior. For example, a coffee shop offers a free drink after purchasing five beverages, encouraging repeat purchases.

Negative reinforcement

Removing a punishment or something unpleasant to encourage consumer behavior. For example, a streaming service removes ads for customers who subscribe to a premium plan, encouraging them to upgrade.

Punishment

This refers to marketing efforts that discourage consumer behavior, making it less likely to occur again.
Positive punishment

Negative punishment

Removing a reward or something pleasant to discourage consumer behavior. For example, a subscription service removes access to exclusive discounts when a customer cancels their membership, discouraging cancellations.

Continuous reinforcement

This is when reinforcements are given after every single desired behavior. For example, a coffee shop offers a free cookie with every coffee purchase, reinforcing the behavior of buying coffee daily.

Intermittent or partial reinforcement

This is when reinforcements are given only after some occurrences of the desired behavior, but not every time. This method increases long-term engagement and prevents consumers from becoming too dependent on constant rewards.

Fixed ratio

This is when reinforcements are given every after a fixed or constant number of desired behaviors. For example, a restaurant offers a loyalty card where customers get a free meal after purchasing five meals. This encourages repeat purchases to reach the reward.

Variable ratio

This is when reinforcements are given every after a varying number of desired behaviors. For example, a lottery-style promotion where customers who buy a product have a chance to win a prize, but not every purchase results in a win. This keeps customers buying with the hope of winning.

Fixed Interval

This is when reinforcements are given every after a fixed or constant amount of time has passed. For example, a retail store offers a monthly members-only discount on the first Monday of every month, encouraging shoppers to return on that specific day.

Variable interval

This is when reinforcements are given every after a varying amount of time has passed. For example, a brand randomly sends surprise discount codes via email to loyal customers, encouraging them to check their emails and shop frequently, hoping for the next reward.

Habit loop

is a psychological model that explains how habits are formed and maintained.

Cue (trigger)

This is the initial prompt that triggers a behavior. Cues could be external stimuli such as advertisements, product placement, or a reminder from a brand (e.g., a notification). It could also be internal cues like emotions, thoughts, or situations that cause a person to engage in a behavior, like hunger prompting someone to buy a snack.

Routine (Behavior)

This is the actual action or behavior the consumer engages in in response to the cue. This refers to the habitual actions that a consumer takes, such as browsing a website, purchasing a product, or engaging with a brand on social media.

Reward

This is the positive outcome or feeling that reinforces the behavior, making it more likely that the consumer will repeat the routine. The reward could be a physical product, emotional satisfaction, or social recognition. Brands often try to create rewards that give consumers a sense of accomplishment or happiness, which strengthens the habit loop.

Behavioral nudges

are subtle interventions designed to influence people's decisions and behaviors without restricting their freedom of choice. (parang manipulation)

Social proof

Consumers tend to rely on the actions, choices, and opinions of others when making purchasing decisions, especially when they are uncertain about what to do. (shinoshowcase yung products reviews, testimonials, or number ng people na bumili ng product)

Anchoring effect

Consumers tend to rely heavily on the first piece of information they receive, known as the “anchor,” when making decisions, especially regarding value or price. This initial information sticks in their minds and influences how they evaluate next options. (parang door in the face, eto muna ipapakita para matanggihan nila tapos mas mag appeal sakanila yung medyo mura)

Framing effect

Consumers react differently to the same information depending on how it is presented to them, whether it is framed in a positive or negative way. (kung paano sya naka present. Usually sa mga green friendly products or animal friendly products)’

Scarcity effect or urgency effect

Consumer tend to perceive items as more valuable when they believe they are scarce or in limited supply. When something is scarce, it feels more desirable, more exclusive, and more urgent, even if it is not objectively better.

Loss aversion

Consumers prefer avoiding losses rather than acquiring equivalent gains. This suggests that consumers feel the pain of losing something more strongly than the pleasure of gaining something of equal value. (same sa scarcity in a way pero hindi yung supply yung mawawala, yung trial mo lang sa isang product. Usually sa netflix trial)

Endowment effect

People tend to value things more highly once they own them. Marketers use this by encouraging trial experiences or free samples, making customers feel a sense of ownership over a product even before they buy it.

Commitment effect

Once people commit to something, they are more likely to follow through on it. Marketers often use this by getting consumers to make small, initial commitments, such as signing up for a free trial or subscribing to a newsletter. (partner ng loss aversion) (kapag binigyan ng trial usually mag ffollow through na sila)

Reciprocity effect

it is the social norm that when someone gives you something, you feel compelled to return the favor. When businesses give away free products, trials, or samples, consumers often feel obligated to reciprocate by making a purchase or engaging in a more significant transaction.

Simplification

People are more likely to make decisions when the process is easy to understand and quick to complete.

Moral suasion

This is the use of ethical or moral reasoning to influence consumer behavior. Businesses tap into consumers’ sense of social responsibility by encouraging them to make purchases based on ethical considerations, such as buying eco-friendly products or supporting charitable causes. This nudges consumers to act in ways that align with their values and societal expectations. (moral acts. Cinoconvince na bumili ng product kasi charity sya and makatutulong sa mga pulubi)