The origin and importance of mental triggers in marketing and business

Mental triggers are tools used in marketing to influence audience thinking and behavior by exploring psychological patterns common to all humans. Although their application covers a wide range of areas, it is in marketing, advertising and sales that they stand out. Becoming effective in capturing attention, awakening emotions and influencing decisions. This text explores the concept of mental triggers, its application in marketing, communication, as well as its origins in psychology and neuroscience. 

What are mental triggers? 

In general, mental triggers are psychological stimuli that influence human thinking and behavior, exploring patterns common to all people. Although they can be used in a wide variety of fields of knowledge, they are frequently used in marketing, advertising, sales and communication in general. After all, they prove to be significantly effective in capturing the audience's attention, as well as arousing emotions, creating interest and, perhaps the most important aspect, influencing their decision-making. 

Mental triggers in communication

When it comes to marketing and marketing communication, there are different types of mental triggers. Each works differently towards a common goal: influencing people's perceptions and actions. Some of the most notable examples are listed below. 

Scarcity, which creates the perception that something is limited in quantity or availability. This makes people value it more, feeling a sense of urgency to acquire it.

Social Proof through testimonials, reviews or information on sales numbers that can influence consumers’ decision-making. This feature awakens in people the tendency to imitate the behavior of others, especially in situations of uncertainty.

Reciprocity, working with people's tendency to feel obliged to reciprocate when they receive something from someone. In this way, this resource is explored by offering free samples, gifts or useful content. 

Authority demonstrated through certifications, credentials, or associations with well-known brands. This trigger works because people generally trust those they believe to be authorities on a given subject. 

Attraction awakened by attractive images, engaging language and even personalized communication. This is because people are more likely to be influenced by what they like or identify with. 

It is worth emphasizing once again that the list of mental triggers is extensive and, frequently, new ones develop. Even so, it is essential to study and understand the most used resources and with the highest success rate in their applications. 

What are the origins of mental triggers?

There is no exact date or milestone for the creation of what we know today as mental triggers, however, their bases are in psychology and behavioral sciences and have evolved over time. 

The first bases for studying mental triggers are related to cognitive psychology, a field of knowledge that focuses on the study of how people perceive, think, learn and, ultimately, make decisions. Thus, theories such as heuristics (mental shortcuts) and persuasion theory have built an understanding of how certain stimuli influence human behavior.

The influence of Robert Cialdini

In this sense, the work of social psychologist Robert Cialdini, in his book “Influence: The Psychology of Persuasion”, determined the universal principles of influence, namely: reciprocity, commitment and coherence, social proof, authority, likeability and scarcity. These principles, as you may have noticed, provided a framework for the development of mental triggers, enabling their application to influence people's decisions.

Furthermore, neuroscience studies have contributed to making the concept of mental triggers more robust. This is because this field of study has developed a deeper understanding of the brain processes underlying decision-making and human behavior. In other words, research on the brain's response to emotional and social stimuli provides a more cohesive understanding for the application of mental triggers in marketing and communication strategies.

There is no doubt that the field of psychology and neuroscience determined the foundations of the concept of mental triggers, but it was its practical application, marketing and advertising that began to refine it in recent years. After all, marketing and advertising professionals use such principles, creating persuasive and impactful messages or even memorable brand experiences in marketing campaigns. 

Overall, mental triggers have their roots in diverse scientific disciplines and areas of study, and their effective application requires a deep understanding of human psychology and consumer behavior.

To know more…

If you are interested in delving deeper into this subject, be sure to check out some elementary literature. Among them, a world-famous book about mental triggers and influence is “Influence: The Psychology of Persuasion”, by social psychologist Robert Cialdini. Having its first volume published in 1984, the work became a classic both in the field of psychology and marketing. 

Thus, he explores the psychological mechanisms behind persuasion and presents the universal principles of influence, already mentioned above. Cialdini even states that such principles serve to understand “how” and “why” persuasion happens. 

Furthermore, throughout the book, the author illustrates these principles in practical examples and case studies, not only demonstrating how they are applied in real-world situations, but also proving them. Therefore, in “Influence”, Cialdini offers insights for C-level managers and decision makers, as well as marketing and sales professionals, contributing to business development through a better understanding of your audience. 

But of course, if you want to understand even more about the universe of marketing and business, you should explore our blog and check out other content.