How to increase response by triggering hardwired human behaviours

Nancy Harhut
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Nancy Harhut: HBT Marketing, USA

Journal of Digital & Social Media Marketing, 2024, vol. 12, issue 1, 6-16

Abstract: Marketers constantly seek ways to optimise engagement and response rates. Yet they often overlook the scientific evidence that reveals how people actually make decisions. Research shows that although people think they know why they do what they do, very often there are other factors at play that influence their decisions — factors that customers and prospects are unaware of. This paper demonstrates how marketers can take advantage of this phenomenon by embedding proven triggers of human behaviour into marketing strategy and execution. By using behavioural science principles such as autonomy bias, reciprocity and loss aversion, marketers can prompt decision defaults and considerably increase the chance that people engage with and respond to their communications.

Keywords: behavioural science; autonomy bias; reciprocity principle; loss aversion; decision defaults; engagement; response; consumer behaviour; human behaviour; marketing strategy; behavioural triggers (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2024
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