How to Tap into the Behavioural Science & Psychology Behind the Way Consumers Shop
Understanding and utilizing the behavioural science and psychology behind how consumers shop can help DTC Shopify brands gain more brand awareness and drive more revenue at a more effective cost level than other forms of marketing.
Two fundamental principles that can be leveraged through influencer marketing are cognitive dissonance and reciprocity. Let's start by defining these two terms:
Cognitive Dissonance: This theory suggests that we strive for consistency in our beliefs, attitudes, and behaviours. When an influencer promotes a product that aligns with their followers' values and interests, it can reduce cognitive dissonance and increase the likelihood of purchasing. This is because followers who trust the influencer's recommendations will feel more comfortable buying a product that aligns with their values and beliefs.
Reciprocity: When someone does something for us, we are more likely to do something for them, too. Influencers often provide value to their followers through entertainment, education, or inspiration, which can create a sense of reciprocity and increase the likelihood of followers purchasing recommended products.
To summarize, when an influencer becomes an expert in their niche, their followers value their opinions and suggestions. They also know what aligns and matters most to their general audience and can specifically target those details (Cognitive Dissonance).
Then, by trying a product first, doing the research, and passionately creating the content to share with their audience, they create a sense of indebtedness with their loyal followers. Those followers who truly align with the product being promoted by the influencer may feel obligated to reciprocate the value of the information they've received by purchasing from that brand, especially if the influencer they look up to has their dedicated discount code. This way, they can truly show their appreciation for the influencer (Reciprocity).
By understanding and leveraging these psychological principles through influencer marketing, DTC Shopify brands can create more effective campaigns that increase brand awareness and drive online shopping revenues.
