THEORY TO ACTION:

USING PRINCIPLES OF PSYCHOLOGY TO HELP POWER YOUR MARKETING MACHINE

S I X D E G R E E S

This guide is for those marketers, advertisers, communicators and researchers out there who seek

a stronger understanding of why people think and act the way they do. This guide is for content

creators of any experience level interested in understanding a bit of behavioral psychology to help

create content that will motivate your target to action. This is for those searching for ways to get

customers engaged with your brand’s products or services but don’t know how or which marketing

communications will connect and resonate.

Understanding a bit of behavioral psychology and how specific psychological principles can be

applied to marketing can help you truly maximize your marketing dollars. At Six Degrees, we’ve seen

brands realize a cost savings that exceeded as much as 50% of their total marketing budget.

In the following guide, you will learn that specific behavioral tendencies can have huge marketing

implications that can:

• Improve marketing efficiency and effectiveness

• Create more sales-ready leads in a shorter time and with better results

• Boost customer experience and lifetime value

• Dramatically increase ROI and company revenue

The psycho-sensory facts contained in this guide are our first installment of how thinking differently

about brand-building can change the way you do business. Sometimes it’s in the smallest

of changes that companies can win or lose. We try to give companies every advantage and

opportunity – sometimes in areas they never thought possible.

Hopefully you can leverage the principles of psychology and the facts within this guide to help

power your marketing machine.

Stay tuned for more psycho-sensory principles to come!

Regards,

Frank Schab, Ph.D., Psychology

CEO, Six Degrees

Picture Superiority Effect . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

Restraint Bias . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

Anchoring Effect . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Rhyme as Reason Effect . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

The Endowment Effect . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

The Halo Effect . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Post-Purchase Rationalization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

The Ambiguity Effect . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Goal-Gradient Effect . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Framing Effect . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

About the Author . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

Connect . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

THEORY TO ACTION TABLE OF CONTENTS

MARKETING INSIGHTS

Behavioral TendencyPeople tend to notice, process and remember visual

information over verbal information.

Marketing ImplicationInstance: Infographics and ads that use a combination of imagery and words are far more impactful and memorable than words alone.

Picture Superiority Effect

With people’s attention spans dwindling faster and faster, it’s critical that brands present their communications quickly and in a way that’s impactful and memorable. Our brains can process visual content 60,000 times faster than text. And 83% of all human learning occurs visually. Emotional meaning is largely communicated nonverbally as well. So, using images and words together increases your chances for marketing success.

EXAMPLE 1:

InfographicsThe combination of words and images results in a 65%

likelihood that a customer will remember the information

presented. That compares to only 10% recall for words

alone. A good infographic is easy to digest, simple to

understand and interesting to look at.

EXAMPLE 2 :

AdsReally great ads paint a picture with images AND words.

A great example of this is Verizon Wireless and their

coverage area map campaign. The words “America’s

Largest 3G Network” mean very little on their own. But

when the following image was added to compare

competitor AT&T’s network coverage to Verizon’s, the recall

was strong and the campaign was a huge success.

PSYCHO-SENSORY FACT 01:

How long it takes us to make a judgment about someone we just met…

What it takes to change our opinion once formed…

7seconds

Facts for communicators

Psycho-Sensory

Multiple factual data points

Emotional rationale

Social proof Time

Repetition

for communicatorsFACTPsycho-Sensory

How we experience the world…

How long it takes us to make a judgment about someone we just met…

What we focus on…

We remember what we…

What it takes to change our opinion once formed…

multiple factual data points

emotional rationale

Social proof

repetition

time

Sound Only

Sight Only

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Sound & Sight

Sight

All other senses

Sound

7seconds

82%

11%7%

80%

20%

10%

Body Language Tone of Voice Actual Words Used

7%38%55%

Behavioral TendencyPeople are far less resistant to temptation

than they believe they are.

Marketing ImplicationInstance: Click-bait, checkout counter items

and retargeting work extremely well.

Restraint Bias

Online marketing techniques that once provided results have begun to take a back seat to many new trends. Now more than ever, it is critical for brands to rethink their online marketing efforts and consider the new strategies that are proving to generate quality customer engagement and increased online presence.

Such is the case with retargeting. If you’re looking to improve conversion rates, this is a strategy that can help. And click-bait, when used appropriately and in a balanced manner, can help boost your content exposure and increase sharing through social media channels. Search engines that seek to offer valuable content to users will ensure that social shares are given importance and its position within page results will increase.

EXAMPLE 1:

Click-BaitPiquing your curiosity. This is done

by using a compelling question, a

self-referential comment or both to

lure someone into clicking through.

EXAMPLE 2 :

Checkout Counter ItemsPersuading someone to engage in a

quick impulse purchase can be as

simple as placing the temptation in

their way. Such is the case in many

grocery store checkout counters

where quite often “seeing is buying”

in the form of candy, gum and

magazines.

EXAMPLE 3 :

RetargetingInitially, someone may show restraint

when deciding whether or not to

purchase a product or service.

However, there is a tendency with

consumers to eventually click on it

and convert if they see something

enough times.

PSYCHO-SENSORY FACT 02:

MARKETING INSIGHTS

MARKETING INSIGHTS

Behavioral TendencyThe first data point (e.g., price) a person sees influences or

“anchors” how they interpret subsequent information.

Marketing ImplicationInstance: Discounts on inflated prices set comparisons in a customer’s mind and anchor the decision-making process to that comparison.

Anchoring Effect

If you have a special pricing option, it’s important to add context. Thus, if you offer a discount, whether it is compared to the competition or a short-term sale, be sure first to note the “full price” amount for comparison.

If you are a service company and offer tiered pricing, lead with your most expensive option. This higher-priced option will become the anchor that “colors” other options.

Think your customer base might be too savvy to fall for the anchoring effect? Think again. Most behavioral psychologists are in consensus on this fact. We’re simply wired the way we’re wired.

EXAMPLE 1:

BundlingBrands that present services or

products as stand-alone options

against a bundled option. Although a

consumer may only want or need a

couple of options that cost less than

a bundled option, they may actually

choose the bundle due to the

reduced cost of single items within

the bundle with “extras” included.

EXAMPLE 2 :

Subscription ServicesBrands that provide subscription

services may offer either monthly

or yearly commitment price options.

Seeking to push the yearly subscription,

brands will show the monthly price

against the yearly price with one or

more elements missing or slightly

altered. By anchoring their decision-

making process using this information,

consumers begin to see the loss of

value for only committing to a monthly

subscription and choose the yearly

option.

EXAMPLE 3 :

GrouponThe mother of all perceived deep

discount sites. Item after item is

presented accompanied by a large

price tag slashed through with a

much smaller price tag just below it.

PSYCHO-SENSORY FACT 03:

MARKETING INSIGHTS

Behavioral TendencyPeople perceive a statement that rhymes, flows or has cadence as more accurate and truthful.

Marketing ImplicationInstance: Advertising jingles and catchy slogans are highly memorable and “stick.”

Rhyme as Reason Effect

Consider reformulating your value proposition or a key take-away about your product or service into a memorable rhyme. It can also help to apply this tactic to an aspect of your offering that is dubious or unclear.

Clearly it is not advised to incorporate rhyme into a majority of marketing communications, but one can take advantage of this bias by spicing up the brand narrative with sayings and adages that reinforce key ideas and build your targets’ confidence in your brand and its products/services.

EXAMPLE 1:

JinglesSimple and repetitive. They are

designed to infiltrate your memory and

stay there for years, sometimes

popping up from out of nowhere –

whether you like it or not!

EXAMPLE 2 :

Rhyming PhrasesThe phrase “What sobriety conceals,

alcohol reveals” was seen by

volunteers participating in an

experiment. The volunteers viewed the

rhyming option as more true and

trustworthy than the alternative phrase

presented to them: “What sobriety

conceals, alcohol unmasks.”

EXAMPLE 3 :

Rhyming PhrasesThe now infamous phrase used in the

O.J. Simpson trial: “If the gloves don’t

fit, you must acquit.” A simple couplet,

but with it Johnnie Cochran cemented

his defense to the jury and created

one of the more memorable quotes of

all time.

PSYCHO-SENSORY FACT 04:

MARKETING INSIGHTS

Behavioral TendencyPeople will ascribe more value to things

they actually own or “feel” they own.

Marketing ImplicationInstance: Trial promotions and money-back guarantees get consumers to imagine themselves owning a product – thereby ascribing more value to it and experiencing more difficulty giving it up.

The Endowment Effect

When possible, look to add personalization to a product during any phase of the customer ordering process. This begins the connection or sense of pre-ownership of a product and thus assigning it a higher value in a customer’s mind. If a customer does not complete a purchase or a product sits in their online “basket,” it’s advised to set up automated messages reminding them that the product is “almost theirs” with a simple click.

For trial periods of goods and services, brands should look to content marketing and the use of social media to help deepen their connection with consumers. Brands should generate opportunities for consumers to share experiences and provide feedback across social media platforms. They should also generate blogs, guides and other content that helps customers get the most out of a product or service in hopes of strengthening positive feelings about the brand.

EXAMPLE 1:

Auction SitesLike eBay, the longer a person remains the top bidder for an

item (they have envisioned themselves as the rightful owner

for longer), the more aggressively that person will be when

someone seeks to outbid them.

EXAMPLE 2 :

Trial Offers and Return GuaranteesThese both allow consumers to “own” a product without

any friction – or upfront cost in the case of the trial offer.

Building up a stronger connection and placing a higher

perceived value on a product once in their possession,

a consumer is often highly reluctant to return it once the

trial is over.

PSYCHO-SENSORY FACT 05:

SAT

ISFA

CTION GUARANTEEDebay

MARKETING INSIGHTS

Behavioral TendencyPeople tend to extend the characteristics and attributes of

a leading product or an authority figure to associated but

unrelated products and brands.

Marketing ImplicationInstance: Product endorsements and

sponsorships as well as high-reputation

products can be very valuable.

The Halo Effect

Consider leveraging the halo effect by developing a high-reputation product (e.g., Viper for Dodge) for the “rub-off” on your other products.

Also, if budget allows, consider getting a celebrity to endorse your product or brand. Just be aware that celebrity endorsements can quickly turn negative if a celebrity misbehaves (e.g., Tiger Woods).

EXAMPLE 1:

Famous PeopleA famous and desirable person can bring a lot of credibility

and desirability to a brand. Consider the impact of Michael

Jordan on brands like Nike, Gatorade, Hanes and more.

EXAMPLE 2 :

iPod

iPod was THE halo product that put Apple on everyone’s

mind. The iPod lifted perceptions of all Apple products

offered at the time.

PSYCHO-SENSORY FACT 06:

MARKETING INSIGHTS

Behavioral TendencyPeople naturally feel post-purchase remorse. During this time they

are more likely to return or otherwise reverse their purchase.

Marketing ImplicationInstance: Emails, texts, direct mail, helpful guides or

other post-purchase marketing reinforcements are

smart tactics to fortify a sale.

Post-Purchase Rationalization

If not already in place, consider developing post-purchase reinforcement tactics such as encouraging social media sharing of a customer purchase and direct follow-up and decision support to foster post-purchase rationalization and prevent or minimize buyer’s remorse.

EXAMPLE 1:

Social ShareWhen customers are encouraged to share their purchase

with friends on social media, this helps them reinforce the

“validity” of their decision right after purchase.

EXAMPLE 2 :

Follow UpBrands that follow up with customers by phone, email or

otherwise strengthen the impression in the mind of the

customer about what a good decision they made in

purchasing the product/service and why.

PSYCHO-SENSORY FACT 07:

MARKETING INSIGHTS

Behavioral TendencyPeople naturally seek to avoid something

they don’t fully comprehend.

Marketing ImplicationInstance: Simplifying, organizing and visualizing

brand information creates a stronger recall and

general understanding of a product/service.

Ambiguity Effect

Assembling good data and strong arguments about why your product or brand is superior is just half the battle. You then need to focus on communicating that information in a way that is simple and easy to digest by your target audience. This is especially true for more complex products and brands. Also, avoid overcomplicating the product or brand itself.

EXAMPLE 1:

Single Feature FocusWhen Volkswagen introduced the original Beetle to the U.S.

market in the early 1950s, they chose to emphasize one

feature of this novel car rather than overload customers with

lots of information about the car’s other unique features. By

1973, the production of Beetles had passed 16.5 million and

officially became the world’s most popular car.

EXAMPLE 2 :

Loyalty FearSometimes a customer may become dissatisfied with,

say, their cable provider. However, even when deeply

dissatisfied, the perceived risks of switching to another

cable provider company are often greater than the

potential gains of making the switch.

PSYCHO-SENSORY FACT 08:

MARKETING INSIGHTS

Behavioral TendencyThe closer people are to a goal, the more

effort they will exert to get there.

Marketing ImplicationInstance: Rewards and loyalty programs boost

customer visits and spend while simultaneously

strengthening brand awareness and trust.

Goal-Gradient Effect

When considering how to create greater customer engagement or purchase likelihood through loyalty or rewards programs, consider structuring offers in such a way that customers feel they are getting a jump-start. Specifically, reward the customer upfront so they feel like they’re already well on their way to achieving their goal with you.

Also, be sure to promote this out-of-the-gate jump-start so your customer can begin envisioning the goal before the process has even begun.

EXAMPLE 1:

Loyalty ProgramPeople who are offered the 12th sandwich for free but are

given credit for two sandwich purchases from the start are

more likely to buy the first nine sandwiches than if they

were offered a free 10th sandwich without any starting

credits.

In both cases, customers have to buy nine sandwiches

before getting a free one.

EXAMPLE 2 :

Rewards ProgramInternet users who rate songs and receive reward

certificates for their efforts tend to visit the rating website

more often, rate more songs per visit and persist longer in

the rating effort as they approach the reward goal.

PSYCHO-SENSORY FACT 09:

E A R Nr e w a r d s

MARKETING INSIGHTS

Behavioral TendencyPeople prefer positively framed information over negatively framed

information, even when the end result is exactly the same.

Marketing ImplicationInstance: Use specific language in advertising

that taps into a person’s desire to avoid loss or

a possible negative outcome.

Framing Effect

The words you use and the way you frame your communications will have a direct impact on how your customer will react. Consider framing things in a positive light so that your customers will always see a clear gain.

How you frame your sensory and verbal messages has a direct impact on how your customers will react. Always seek to frame your data, messages and communications in the most positive manner possible.

EXAMPLE 1:

Negative WordsPeople overwhelmingly prefer the package of ground

beef on the left (75% lean) over the same package on the

right (25% fat) because “fat” is a negative word.

EXAMPLE 2 :

Low-Risk AlternativeAn otherwise identical medical procedure will see its

appeal vary dramatically depending on how the statistical

outcomes are framed. Positive wins by a wide margin.

PSYCHO-SENSORY FACT 10:

91% survivability rate vs. 9% mortality rate

75% LEAN

25% FAT

Frank Schab is CEO of Six Degrees – a unique brand-building agency that combines psychology-

based tools and techniques with sensory branding methods to achieve better results for companies.

Prior to co-founding Six Degrees in 1999 along with its signature approach to brand-building

called “psycho-sensory,” Frank held positions at General Motors and Pfizer, served as a Managing

Partner at Interbrand New York and VP of Global Brand Research at Opinion Research Corporation.

His distinctive brand-building work in various sectors including hospitality, medical device,

pharmaceutical, automotive and technology has taken him to 17 countries on four continents.

Frank holds a doctorate in psychology from Yale University.

ABOUT THE AUTHOR

SIX DEGREES

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