EXPOSURE TO SOME STIMULI THAT UNCONSCIOUSLY INFLUENCE THE BEHAVIOR OF A PERSON GUIDING THEIR BEHAVIOR TO A CERTAIN RESULT
Description
Exposure to some stimuli that unconsciously influence the behavior of a person guiding their behavior to a certain result.
Research:
A study from 1999 explored the influence of music on wine selections. For two weeks, French and German music was played on alternate days in a wine store. On the days in which French music was played, French wines outsold German. On the days with German music, the situation was the opposite. A post-shopping poll showed that most customers weren't aware of what influenced their choices.
Another study from 1999 showed that changing website background affected visitor behavior. For example, the pennies image resulted in a longer focus on the product's price.
Application
Content Sequencing
Priming can be used in content marketing by carefully sequencing content to build up to a specific message or action. For example, a series of blog posts or emails might start with general information about a problem or need, gradually introducing the brand's product or service as a solution. This way, when the audience is finally presented with a call to action, they are already mentally prepared to consider the product favorably.
Website Design and Navigation
The design elements of a website, including colors, layout, and imagery, can prime visitors to feel a certain way about a brand or product. For instance, using warm, inviting colors can create a sense of comfort, priming visitors to perceive the brand as friendly and trustworthy. Strategic placement of testimonials, awards, and trust badges can prime visitors to trust and feel more confident in the brand.
Advertising Imagery and Copy
In digital advertising, the imagery and language used can prime users. For example, using images that evoke emotions of happiness or success can prime users to associate those feelings with the advertised product. Similarly, the use of specific words and phrases can prime users to think in certain ways, influencing how they perceive and interact with the ad.
Retargeting Campaigns
Priming is a key element in retargeting campaigns. When users visit a site but don't make a purchase, retargeting ads can serve as a subtle reminder of the brand or product, reinforcing the initial interest. This repeated exposure primes the user to recognize the brand and can increase the likelihood of conversion upon subsequent visits.
Social Proof and Influencer Marketing
Social proof, such as customer reviews and ratings, and influencer endorsements, can be a powerful form of priming. When potential customers see others praising a product or service, they are primed to view it more positively. This is especially effective when the social proof or influencer content closely aligns with the target audience's interests and values, making the endorsement more relatable and impactful.
Examples
