6 Marketing Psychology Principles That Influence Consumer Behaviour

Josh Barney
11 min readSep 1, 2020
marketing psychology behaviour
Photo by Markus Spiske on Unsplash

Marketing psychology is the reason that you bought that thing that you didn’t need.

It’s the reason that you spend much more on items that you could buy for half the price elsewhere.

Marketing psychology is the reason that brands can add enormous margins and still sell their products like hot cakes.

Anybody involved in marketing, advertising or business needs to know the psychological difference that can be made by tiny, often unnoticeable, triggers.

Imagine if you were able to increase your subscribe rate, just by adjusting your button, wording or colour.

Imagine if you were able to ramp up lead generation into your sales pipeline, purely by adding one line of copy.

These are just a few examples of the potential effects of marketing psychology, because when you can predict and adjust your consumer’s behaviour, you can create a very profitable customer journey.

Marketing Psychology Definition:

Marketing psychology is the process of adding proven psychological principles into marketing materials, tactics and strategies, in order to influence a prospects opinion of a brand’s appearance or offers.

Recurring Patterns of Behaviour

As marketers, it’s important to look out for recurring patterns of consumer behaviour, analyse why they occurred and implement the findings into your marketing strategies.

This means: testing > analysing > implementing.

But we don’t always need to use our own findings. Many of the principles that will improve your marketing performance can be found in previous psychological studies.

I’ve rounded up some of my favourite marketing psychology principles that can add those all-important extra %’s onto your performance.


Priming as a marketing psychology principle is one of my favourites. It’s a true example of the power of subtle changes in your marketing materials.

Priming focusses on subconscious reactions that we cannot control and how they impact our…



Josh Barney

Founder of We Imagine Media, creator and marketer. 😎