Using Behavioral Science in Marketing

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Encouraging sales and loyalty through the consistency principle and the Zeigarnik effect

Once people make a decision, they typically remain consistent with it as a way to conserve mental energy. That means if marketers can get one “yes,” they are more likely to get subsequent ones. This is particularly true if your initial request is somewhat small. Marketers can tap the Commitment and Consistency principle to ladder up to their ultimate ask, making it much easier to get an affirmative answer.

When you’re a marketer, you are expected to know things.

Not only the customary things, like what makes your product a good choice, who your ideal customer is, and how to calculate the return on your marketing investment. No. You’re expected to possess ...