Learn the fascinating psychology behind giving and receiving promotional products!
By Mike Thomas
Anyone in the events and tradeshow space is undoubtedly familiar with the popularity of promotional products used as marketing tools, but what is the psychology behind their success? Understanding the psychological principles at play can help businesses make better decisions when it comes to choosing the best promos for their audience. In this blog we will drill down on the psychology behind promotional products and explore how they influence consumer perceptions, behavior, and brand loyalty.
One of the most powerful principles at work when it comes to promotional products is the idea of reciprocity. The concept of reciprocity is deeply rooted in our evolutionary psychology. Reciprocity is believed to have evolved as a social strategy that allows people to form mutually beneficial relationships, fostering cooperation in social groups and thus improving the groups' chances of survival. The principle suggests that individuals are more likely to participate in cooperative behaviors if they anticipate receiving benefits in return. These advantages may include increased access to resources, assistance during times of need, enhanced social support, and improved defense against external threats. The old saying “you scratch my back and I’ll scratch yours” comes to mind. This is why we are compelled to return the favor or, in the case of receiving a promotional product, we are primed to ascribe positive feelings to the company who gave it, which can lead to inquiring more about the company and beginning the buyer’s journey.
Cognitive biases play a significant role in our daily lives, not to mention the consumer decision-making process. Cognitive biases are shortcuts our brains use to make quick decisions based on limited information or past experiences. These biases help us navigate a complex world where time and resources are limited. The anchoring bias specifically can be traced back to our hunter and gatherer ancestors having to make split second decisions, sometimes with life-altering consequences. Just picture our hunter-gatherer ancestors trying to figure out if a potential food source was safe or worth pursuing. The anchoring bias would lead them to rely on their past experiences or the first piece of information available to evaluate the potential food source. This mental shortcut helps them quickly weigh risk and reward, boosting their chance for survival. In modern times, businesses can capitalize on the anchoring bias by presenting promotional products as anchor points for consumers to evaluate their brand’s value and quality. By providing a positive anchor, like a high-quality or desirable backpack, businesses can shape how consumers perceive their brand and influence buying decisions.
Company swag serves as a tangible representation of a company’s brand. It’s important to choose high-quality, practical items to represent a business. When a consumer receives and uses a promotional product, they develop a sense of affiliation and connection with the brand. Furthermore, the quality and usefulness of the branded product can shape the consumers perception of the brand’s quality and value. High quality, useful promotional products create positive connections and enhance a brand’s reputation. When consumers receive a high-quality piece of swag, they feel valued and appreciated, which fosters positive emotions toward the brand. Some consumers so strongly identify with a brand, the products become symbols of their identity, reinforcing brand loyalty. When consumers use or display a promotional product, it implies their affinity for the brand and they become de facto brand ambassadors in their social circles, furthering connections with the brand.
Emotional engagement and memory recall are crucial in establishing a strong connection between consumers and a brand. When consumers receive a thoughtful and relevant gift, it can create a sense of surprise, joy, and gratitude. It can have the effect of lifting someone’s spirits, which can leave a lasting impression in the consumer’s mind. These positive emotions become associated with the brand itself, forming an emotional bond. The emotional connection enhances brand recall and increases the likelihood the consumer will identify with the brand on a deeper level. If a business can present a tailored, awesome gift to a consumer, they can imprint a powerful emotional connection with the consumer, establishing a bond as grounds to build a relationship.
Humans are social beings, and we often look to others for guidance in our decision making. The psychology of social proof can be understood when examining our evolutionary history. We have evolved to live in groups and rely on cooperation and social connections to survive. Social proof served as a valuable adaptive strategy where we observe and imitate the behavior of others. We gained the benefits of shared knowledge and reduced the risks associated with making decisions in unfamiliar or uncertain situations. Following the group consensus increased our chances of making optimal choices and avoiding potential dangers. In modern times, promotional products can serve as powerful social proof, influencing consumer behavior. When individuals see others using or endorsing a brand's promotional products, they perceive it as a sign of popularity, trustworthiness, and credibility. This social proof can sway hesitant consumers to try out the brand's products or services, based on the positive experiences of others.
Promotional products go beyond their practical utility; they tap into the intricate workings of consumer psychology. Understanding the psychological principles behind promotional products can help businesses make informed decisions in their marketing strategies. By harnessing the power of reciprocity, cognitive biases, brand identity, emotional engagement, and social proof, businesses can effectively shape consumer perceptions, behavior, and brand loyalty. Incorporating these insights into promotional product campaigns can yield significant results and foster lasting connections with customers. So, the next time you plan your marketing efforts, remember the profound impact promotional products can have on consumer behavior.
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