First Published: 20 April, 2021
These ‘hidden’ influences – things that affect our judgment, actions or motivations – are what we commonly refer to as “priming”.
During their study titled “The influence of in-store music on wine selections”, researchers North, Hargreaves, & McKendrick used music as a tool to influence customers’ choice of wine. Over a two-week period, the supermarket where the experiment took place played French and German music on alternate days near an in-store display of French and German wine. Interestingly, at the end of the trial, it was evident that French music led to greater sales of French wines, whereby German music led to the increased sales of German wine. Responses to questionnaires from customers indicated that they were almost completely unaware of the effects of the music on their wine choices.
Depending on your target audience and the product being advertised, as a marketer, you can utilise a range of different ‘priming’ techniques. These include:
Regardless of your industry, priming is an effective tool that can be used to influence consumers’ decisions.
However, it’s important to remember that at the risk of consumers feeling manipulated, all priming must be both ethical and subtle. When used correctly, i.e. with a comprehensive understanding of the needs, desires, and motivations of consumers, priming can be one of the strongest tools available to drive sales growth and brand recognition.
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