To create meaningful change through marketing, it’s essential to understand how human psychology influences decision-making. In this blog, our Behaviour Change expert, Anna, delves into 5 psychological biases that marketers can apply to drive engagement, influence behaviour, and maximise impact – without compromising integrity.
Marketing that aims to shift behaviour, for better health, sustainability, or social impact, requires more than good messaging. It requires an understanding of how people actually make decisions.
Behavioural science offers valuable insights here. People are not always rational actors; they’re influenced by cognitive biases that shape their everyday choices. When used ethically, these biases can help marketers guide individuals toward actions that benefit both them and the wider community.
Below are five psychological biases that can be responsibly applied to support meaningful, measurable behaviour change.
People are more motivated to avoid losses than to pursue equivalent gains.
This concept, first described by behavioural economists Daniel Kahneman and Amos Tversky, highlights that potential losses loom larger in our minds than gains of the same size.
Used thoughtfully, this approach helps make abstract risks feel immediate and relevant – without fearmongering.
Reframing messages to show what could be lost, rather than only what’s gained, can motivate action. For example:
We look to others to determine appropriate behaviour – especially in uncertain situations.
Social proof is a powerful motivator because people tend to align their behaviour with perceived norms. Highlighting what peers or similar groups are doing can encourage adoption of positive behaviours.
The key is accuracy and transparency. Social proof works best when it reflects real behaviours and encourages a sense of collective effort.
Highlighting what others are doing can influence behaviour. People are more likely to take action when they see that others like them already have. For example:
We tend to undervalue long-term benefits in favour of short-term rewards.
This tendency can make it difficult to engage people with messages about future benefits – especially when the action required is immediate or effortful.
This approach helps bridge the intention–action gap by offering tangible, near-term motivation.
Bring future benefits into the present. For example:
People are more likely to follow through on behaviours when they’ve made a public or personal commitment.
Once someone has made even a small pledge or taken a micro-action, they’re more inclined to behave in ways that align with that commitment. This bias is tied to our desire for internal consistency.
These tactics can build momentum without applying pressure, allowing individuals to act at their own pace.
In order to utilise this bias, try:
People are more likely to stick with pre-set options than actively change them.
Defaults reduce decision friction, especially in complex or routine choices. Research consistently shows that small shifts in default settings can significantly influence behaviour.
Used appropriately, defaults can support people in making decisions they already support but may not actively pursue without a prompt.
To make the most of the Default Effect, consider:
None of these strategies are about coercion or manipulation. When used ethically, psychological insights can help create better-designed environments – ones that support individuals in making decisions that align with their values and intentions.
At MacMartin, we apply behavioural science to campaigns that drive measurable, sustainable outcomes. Whether it’s shifting public behaviours or influencing consumer choices, our work is grounded in evidence and guided by ethics.
If you’re looking to build behaviour change into your marketing in a responsible, research-led way, we’d love to talk.
Behaviour change doesn’t happen through information alone. People make decisions in context – shaped by emotion, habit, bias, and social cues. As marketers and communicators, we have a unique opportunity, and responsibility, to design campaigns that account for these realities.
By applying psychological principles like loss aversion, social proof, and the default effect with care and integrity, we can guide individuals toward healthier, more sustainable, and socially beneficial behaviours. When these tools are used transparently and in service of the public good, they don’t just shift behaviour – they build trust.
At MacMartin, we combine behavioural insight with creative strategy to help organisations make change that sticks. If you’re working on a challenge where behaviour is the barrier, or the solution, we’re here to help you design with people in mind.
Whether it’s accessible web design, an integrated campaign or building your brand from the bottom up – we can help to ensure it’s done with purpose. Get in touch and let’s chat!
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