Every purchasing decision begins in the mind—and that’s exactly where marketers come in. But where does legitimate persuasion end and manipulation begin? The answer to this question determines not only sales but also long-term trust in a brand. What is manipulation in marketing—and what isn’t? Here’s what it’s all about: Manipulation in Marketing: A Brief […]
A likable celebrity endorses a product—and suddenly the brand seems more trustworthy, higher-quality, and more appealing. The iPhone was so brilliant that the Apple Watch was perceived as a premium product from the very beginning, even before a single review had been published. These phenomena have a name: the halo effect. And they are one […]
The principle of reciprocity is one of the most powerful psychological tools in marketing—and at the same time one of the most frequently underestimated. Give first, and you’ll receive in return: This simple formula explains why free samples, helpful content, and unsolicited favors have a massive influence on purchasing decisions. Those who use reciprocity strategically […]
The term Call to Action (CTA) means “call to action” and calls for interaction between the company and the customer through some kind of “button” or similar. The goal is for customers to recognize and execute the call to action. Examples of calls to action are “buy now” and “download now”. Psychological background A call-to-action […]
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average of the last 12 months. Survey after consultation – online, by telephone or on site.