August 2022
Beginner
288 pages
8h 15m
English
Content preview from Using Behavioral Science in Marketing
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Information gap theory: prompting consumers to take action through curiosity and the need to know
People’s need to find out what they want to know can be extremely motivating. Behavioral scientists have found that if there’s a gap between what people already know and what they still want to know, they will take action to close that gap. Marketers can use their target’s hardwired urge to find answers as a powerful tool to prompt engagement.
What one word gets people to agree with you . . . before they’ve even heard what you say next? How do you convince someone who initially claims they’re “not in the market” for your product . . . that they in fact are? What can you do to prompt people to buy something now—when the benefit comes later, if ...
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