Michael Epps Utley 
Psychology plays a significant role in why people purchase goods and services.
This article explains how psychology influences the buying process and reveals seven (out of 21) reasons—referred to as mental models—that you can leverage in your marketing to get people to purchase more.
What Is a Mental Model?
A mental model is a psychological term that explains how people use different points of view, concepts, and frameworks to make sense of the world.
When people receive information in their brains, they process it using mental models and eventually act on it by making decisions, forming beliefs, or taking action.
Understanding mental models will help you develop better marketing assets and communications because you will understand how people think.
Seven Mental Models and How to Leverage Them in Marketing and Content
Let’s explore seven mental models that are closely linked to purchasing behavior.
1. Authority Bias
Authority bias is the concept that people are more likely to trust and believe information from an expert. For instance, if a doctor tells you to lose weight, you're far more likely to do it than if a friend recommends it.
You can address authority bias in your marketing and communications by including respected experts from your industry in your materials and having them written by these people. For example, if you develop health and wellness content to promote a healthcare business, always use respected medical professionals in it (those who are respected by your target audience). It will help build trust with readers and encourage them to make an appointment with your business.
Bonus: Including experts in your content increases its authority, which should help you improve Google rankings.
2. Familiarity Principle
The familiarity principle states that people are more likely to prefer familiar things. Put simply, we like what we like. And when we’re used to something, we’re more likely to feel comfortable with it.
The familiarity principle can be leveraged in your content and marketing by using terminology and examples people are familiar with. Make it a point to speak and write how the consumers you’re targeting speak. Never confuse them, overcomplicate things, or use unfamiliar jargon.
The familiarity principle is valuable when describing a difficult-to-understand product or service. By comparing it to things people are familiar with, you could help them “get it,” making them more likely to purchase.
3. Price Anchoring
With price anchoring, you anchor the price of a product or service to that of something that consumers already know. A price point alone doesn’t communicate much to most people. That’s why it’s wise to use different contexts and cues to help them understand that the cost of something is worthwhile. Supermarkets often use price anchoring when making price comparisons between brands, especially comparing a lower-cost one and a leading competitor (any time you see the price of something compared to the cost of a cup of coffee, it’s probably an example of price anchoring).
Use price anchoring in headlines, landing pages, email copy, pricing pages, as part of a call to action, and anywhere else you need to demonstrate the cost value of your offerings.
4. The Rule of Three
The rule of three is the concept that things in a set of three are typically viewed as a complete entity.
You can leverage the rule of three in marketing by bundling products or services and serving up pricing tiers in groups of three. In content, include three descriptors in a headline or a number of bullet points in the copy.
A memorable example of the rule of three is the fire safety slogan "Stop, drop, and roll." You likely first heard it as a child, but you still recall and understand it today.
5. Confirmation Bias
Confirmation bias is the idea that people are more likely to seek out and favor things that align with their pre-existing beliefs.
You can use confirmation bias in your content and marketing by researching the people you’re targeting, getting to know their current situations, and understanding their thoughts, beliefs, and experiences. Doing so will give you the information you need to develop materials that consumers genuinely connect with.
6. Rhyme as Reason
“Rhyme as reason” speaks to a quirk of human psychology that leads people to buy into things that rhyme. Research has proven that ads that rhyme are viewed as memorable, original, trustworthy, and persuasive.
One such example of this phenomenon is a company headline from Basecamp, the project management tool: “Not everything under the sun, just the stuff to get it done.” If you read Dr. Seuss's books growing up, there’s a reason you probably remember many of the titles and phrases therein. Even partial rhymes like KFC’s “Finger Lickin’ Good” slogan tend to stick. You may not want to use rhymes this boldly in your marketing materials, but informally sprinkling rhyming words in your content could help make it more engaging for readers.
7. Circle of Competence
“Circle of competence” is a term coined by investor Warren Buffett and another example of a mental model that influences people’s buying behavior. An individual’s circle of competence is a subject they really understand. The same is true for businesses, which have to be knowledgeable about what they do to engender trust and succeed in their industries.
Leverage this concept by creating laser-focused campaigns that tout your company’s expertise. People who place a premium on businesses that know their stuff will be more likely to buy from them once this competence is made clear through content, branding, and positioning.
Psychology in Marketing: The Final Word
Psychology plays a role in all of our lives each and every day, whether it’s our own thoughts and beliefs or our responses to others’. Leverage the seven mental models outlined in this guide to get into the heads of your consumers and engage them with your marketing and communication efforts so they feel good about buying from your business.
