Want to improve your marketing results? Wondering how to tap into proven human behaviors to influence people? In this article, we'll explore behavior science tips that lead to better marketing results.

Why Should Marketers Focus on Behavioral Science?

'Why do people do what they do?' This fundamental question has long captivated Nancy Harhut, author of Using Behavioral Science in Marketing.

Nancy traces her interest in what makes people tick back to navigating an overprotective mother.

Years later, as her marketing career advanced, Nancy discovered Dr. Robert Cialdini's seminal book, Influence: The Psychology of Persuasion.

Nancy began experimenting, incorporating tactics from Robert's research into client projects for everything from newspaper subscriptions to credit card rewards programs.

For Nancy, it solidified the one-two punch of overlaying science-backed shortcuts to human decision-making atop conventional marketing best practices.

Many marketers assume their audience carefully weighs options before taking action. However, behavioral science reveals a far different reality.

As marketers, behavioral science allows us to trigger these reflexive behaviors to nudge audiences toward taking the actions we want.

According to Robert, people don't like to be out on the bleeding edge, and they don't like to be lagging. Most people are comfortable in the 'magnetic middle.'

For example, Nancy's team included a graph in their messaging when they tried to get dentists to buy more insurance at her former agency.

People are also more likely to do what you ask them to do if you give them a reason why.

Nancy believes that anticipating the mindset of your prospective customers is critical.

Wielding Behavioral Science: An Actionable Framework

Ready to harness behavioral science's persuasive power? Nancy offers a practical starting framework tailored to marketing:

First, clearly define your target audience and campaign challenge or desired outcome.

Next, consider why someone might hesitate to take that action.

Finally, explore relevant behavioral science triggers that could help alleviate their concerns.

#1: Wield Authority for Instant Credibility: The Authority Principle

Seeking trust with your target audience quickly? Borrow it from reputable third parties.

For example, maybe you're searching for a ski parka, and the U.S. ski team says they trust L.L. Bean's parkas.

Nancy recalls another example of the authority principle: some criminals in Oregon dressed as bank guards and stood in front of a Wells Fargo ATM.

In his book, Robert discusses an experiment where a man illegally jaywalked across intersections.

People may question puffery from someone selling a product, but research shows they'll have far greater belief when a respected authority confirms its merit.

Similarly, showing a positive quote from an industry expert makes others think that the expert endorses and approves of what you are offering.

You can also create content that makes you appear to be an authority in your industry.

#2: Activate Autonomy by Offering Options: The Autonomy Bias Principle

You can also spur action through autonomy—giving people a sense of control.

Research shows that giving people choices taps into this bias, making them more likely to take action.

People often delay purchases to keep comparing possibilities when faced with just one option.

Besides escalating response rates, optionality also unlocks price anchoring effects.

If people feel like they have some control, it will impact their behavior.

For example, researchers conducted a study at a retirement home, dividing residents into two groups.

Nancy gives another example: behavioral scientists visiting New York noticed an interesting thing happening at crosswalks.

For marketers, autonomy bias also applies to pricing models.

Pricing strategy matters, too. A small number seems more affordable, even if it equals a large total.

#3: Simplify Complexity: The Cognitive Fluency Principle

Ever page through a textbook and suddenly realize you failed to comprehend the past few pages?

People gravitate toward information that takes less effort to process mentally.

Visual clarity gives people more confidence to complete the task.

Sometimes, marketers hesitate to 'dumb down' language, believing it makes them appear less sophisticated.

Researchers at Princeton conducted a study on stock names.

Cognitive fluency matters. Ultimately, the easy-to-pronounce stock names saw greater market success.

Similar to how you want your brand's messaging to connect with customers, it's also essential for your visual appearance to feel inviting.

For example, researchers ran a study about an exercise routine.

Reverse type—type that uses white text on a dark background—works well for small pieces of copy.

Your customers will take the path of least resistance, and you want that path to lead them to the action.

Remarkably, even tiny linguistic shifts can have a big impact.

Nancy notes another example: an eCommerce company added a new $5 shipping fee.

Word choices can make a big difference. It's worth taking the time to deliberately choose your words.

Specific, concrete language aids comprehension too.

Behavioral science offers marketing practitioners valuable and often counterintuitive insights into why people behave as they do.