MGT workshop

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Liking Principle

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The Liking Principle states that people are more likely to be influenced by individuals they like. This principle is often used in marketing by employing attractive or relatable figures, such as influencers, to promote products.

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Reciprocity Principle

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The Reciprocity Principle suggests that when someone does something for us, we naturally want to return the favor. In marketing, this is often seen when companies give free samples, leading customers to feel obliged to make a purchase.

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Authority Principle

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The Authority Principle indicates that people tend to follow the advice or recommendations of credible experts. For example, a toothpaste brand claiming '9 out of 10 dentists recommend it' leverages this principle.

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Social Proof Principle

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The Social Proof Principle suggests that individuals look to the behavior of others to guide their own actions. For instance, if a friend shares a positive experience with a product on social media, it can influence others to buy it.

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Scarcity Principle

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The Scarcity Principle states that people are more likely to desire something that is perceived as limited or scarce. For example, a company offering discounts to the first 50 buyers creates a sense of urgency.

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Commitment Principle

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The Commitment Principle posits that once people commit to something, they are more likely to follow through. This can be seen in marketing strategies that encourage small initial commitments.

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Influencer Marketing

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Influencer Marketing is a strategy that involves partnering with influential people to promote products or services. It leverages the trust and relationship influencers have with their audience.

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Consumer Behavior

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Consumer Behavior is the study of how individuals make decisions to spend their resources on consumption-related items. Understanding this behavior is crucial for effective marketing.

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Brand Loyalty

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Brand Loyalty refers to a consumer's commitment to repurchase or continue using a brand. It is often cultivated through positive experiences and emotional connections.

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Emotional Appeal

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Emotional Appeal in marketing refers to the use of emotions to influence consumer decisions. Advertisements often evoke feelings such as happiness, nostalgia, or fear to drive engagement.