20 must-know psychological facts about consumer behavior for all marketers!

20 useful facts
about consumer behavior
for digital marketers
Created by @ejaroslawska More @ www.jaroslawska.com

People read FASTER longer lines
but PREFER shorter line length
i.e. 45 to 72 characters per line

The Magic Number 3 or 4
People can only remember 3-4
things at a time.
If you have more elements, divide
them into 3-4 elements groups.

People make most of their decisions
unconsciously,
relaying on social validation e.g.
what are other people buying

The dopamine system is most
powerfully stimulated when the
information coming in is small
(e.g. 140 characters) so that it
doesn’t fully satisfy and require
further searching.

People reconstruct their memories
because they do not remember accurately
what they or others did or said.
Watch out for how and what you say if you
are interviewing people not to influence
their responses with the words you use.

When it comes to technology,
people definitely “act their age”:
• no one likes small fonts,
• boomers don’t like things that
move and scroll on the page,
• gen X are fine with moving
parts
• Millennials will get bored
without action and are most
affected by “people like me”

Reading text online is not fun:
• break the text up into chunks;
• use a font size that is easy to read;
• use black text on a white background or
close to that

People use Social Media for fun.
If you use your Social Media without
laughter you are not being social!

Attention is riveted by pictures of people.
For the most effect, use pictures that are close-up shots and
where the person is looking right at the camera. If you want
people to look at something in particular on the page besides the
picture, then have the person in the photo “looking” at that spot
on the page.

We are hard-wired for
imitation and empathy.
If you want to
influence someone’s
behavior, then show
someone else doing
the same task. Video
at a web site is
especially compelling.

Write error messages in plain language.
If you are creating a message to show someone a
mistake, tell them the following: that an error has
been made; what the error is; how they can correct it;
where to go to get more help in fixing the error

People expect online
interactions to follow
social rules.

People choose
(and vote for)
the First One
on the list.

Blue and Red
Together is Hard
On Your Eyes
(Chromostereopsis)

People are inherently
LAZY!
Design websites for
scanning, not reading,
provide defaults.

LACK OF FOCUS - just
because something
happens in the visual
field doesn’t mean that
people are consciously
aware of it. The less
distraction, the better.

If you want items (pictures, photos,
headings, text) to be seen as belonging
together, then put them in close proximity.

Even the illusion of progress is motivating -
the shorter the distance to the goal the more
motivated people will be to reach it.
People enjoy being part of the reward program.
People would visit a website more frequently and
rate more songs during each visit as they got
closer to a reward goal. Motivation and purchases
plummet right after the goal is reached.

Think progressive disclosure,
don’t count clicks.
People are very willing to make
multiple clicks, in fact that won’t
even notice they are making the
clicks, if they are getting the
right amount of information at
each click to keep them going
down the path.

Brand names talk to the old brain
because they activate the idea of safety.
This means that brands have even more
power and sway when you are making an
online purchase.

Created by Ewa Jaroslawska (@ejaroslawska)
More @ www.jaroslawska.com

20 must-know psychological facts about consumer behavior for all marketers!

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20 must-know psychological facts about consumer behavior for all marketers!