11 Proven Psychological Biases for Increasing Sales

December 14, 2022

Written by Jhasmin Vidal

Despite its strong processing abilities, the human mind is still prone to forming odd assumptions and rushing to illogical conclusions.

Unfortunately, we do not always notice these patterns as unusual. They appear normal because they are unconscious.

Whether we like it or not, these biases are ingrained in us, so people in the marketing industry can profit from understanding how to identify and use them.

Some of these biases are the following:

1. Authority Bias

People tend to trust and follow the advice of experts and people in positions of power. So, make sure to highlight any skills or qualifications that are relevant to your company or products.

2. Bandwagon Effect

People are more likely to buy something if they think everyone else is buying or using it too. Therefore, make sure to include customer reviews and testimonials in your marketing campaigns.

3. Anchoring Effect

People have a tendency to rely largely on the first piece of information they hear. So, make sure that your marketing materials AND content put the most important information first.

4. Framing Effect

How information is presented to people can influence their decisions. So, make sure to frame your messaging in a way that HIGHLIGHTS how your product or service will benefit the customer.

5. Scarcity Bias

People desire what they cannot have. As a result, make sure to incorporate limited-time offers and scarcity methods into your marketing campaigns.

6. Reciprocity Bias

People think that they always have to repay a favor. So, make sure your marketing campaigns offer something for free.

7.Loss Aversion

People care more about what they might lose than what they might gain. So, make sure to point out what they might lose if they don’t buy your product or service.

8. Attention Bias

People are more likely to pay attention to new or emotionally charged information. So, in your marketing campaigns, make sure to catch their attention with something unique or emotionally appealing.

9. Illusion of Control

People love to be in control. It makes them feel free and powerful over corporations. Therefore, make sure to give customers a sense of influence over your marketing activities (like offering choices or personalized experiences).

10. Confirmation Bias

People are more likely to believe something if it fits with what they already think. So, make sure that your marketing campaigns include information that fits with what they believe.

11. Consistency Bias

People want to stay consistent with their previous acts and decisions. So, in your marketing activities, be sure to remind them of previous great experiences with your business.


These are just some of the psychological biases you can use to acquire new customers as well as retain old ones.

On a side note, these are powerful tactics since they deal with the human brain, but don’t forget to be human and just use them ethically and wisely.

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