20 must-know psychological facts about consumer behavior for all marketers!

Created by @ejaroslawska More @ www.jaroslawska.com

20 useful facts

about consumer behavior

for digital marketers

http://www.jaroslawska.com/


People read FASTER longer lines

but PREFER shorter line length

i.e. 45 to 72 characters per line



The Magic Number 3 or 4

People can only remember 3-4

things at a time.

If you have more elements, divide

them into 3-4 elements groups.



People make most of their decisions

unconsciously,

relaying on social validation e.g.

what are other people buying



The dopamine system is most

powerfully stimulated when the

information coming in is small

(e.g. 140 characters) so that it

doesn’t fully satisfy and require

further searching.



People reconstruct their memories

because they do not remember accurately

what they or others did or said.

Watch out for how and what you say if you

are interviewing people not to influence

their responses with the words you use.



When it comes to technology,

people definitely “act their age”:

• no one likes small fonts,

• boomers don’t like things that

move and scroll on the page,

• gen X are fine with moving

parts

• Millennials will get bored

without action and are most

affected by “people like me”



Reading text online is not fun:

• break the text up into chunks;

• use a font size that is easy to read;

• use black text on a white background or

close to that



People use Social Media for fun.

If you use your Social Media without

laughter you are not being social!



Attention is riveted by pictures of people.

For the most effect, use pictures that are close-up shots and

where the person is looking right at the camera. If you want

people to look at something in particular on the page besides the

picture, then have the person in the photo “looking” at that spot

on the page.



We are hard-wired for

imitation and empathy.

If you want to

influence someone’s

behavior, then show

someone else doing

the same task. Video

at a web site is

especially compelling.



Write error messages in plain language.

If you are creating a message to show someone a

mistake, tell them the following: that an error has

been made; what the error is; how they can correct it;

where to go to get more help in fixing the error



People expect online

interactions to follow

social rules.



People choose

(and vote for)

the First One

on the list.



Blue and Red

Together is Hard

On Your Eyes

(Chromostereopsis)



People are inherently

LAZY!

Design websites for

scanning, not reading,

provide defaults.



LACK OF FOCUS - just

because something

happens in the visual

field doesn’t mean that

people are consciously

aware of it. The less

distraction, the better.



If you want items (pictures, photos,

headings, text) to be seen as belonging

together, then put them in close proximity.



Even the illusion of progress is motivating -

the shorter the distance to the goal the more

motivated people will be to reach it.

People enjoy being part of the reward program.

People would visit a website more frequently and

rate more songs during each visit as they got

closer to a reward goal. Motivation and purchases

plummet right after the goal is reached.



Think progressive disclosure,

don’t count clicks.

People are very willing to make

multiple clicks, in fact that won’t

even notice they are making the

clicks, if they are getting the

right amount of information at

each click to keep them going

down the path.



Brand names talk to the old brain

because they activate the idea of safety.

This means that brands have even more

power and sway when you are making an

online purchase.



Created by Ewa Jaroslawska (@ejaroslawska)

More @ www.jaroslawska.com



Marketing

20 must-know psychological facts about consumer behavior for all marketers!