Emily Bekins
The Psychology Behind Marketing
Mentor: Dr. Jacy Young
This presentation serves to explore some of the ways that psychology is used to influence consumers through marketing. Throughout history marketing has used psychological concepts such as priming, reciprocity, social proof or social conformity, the decoy effect, scarcity and loss aversion. Through this presentation I explore these concepts and how they are used through companies such as Patagonia to create and execute effective marketing campaigns.
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