---
name: 16-marketing-psychology-global
description: "Cialdini 7 principles applied to global marketing — reciprocity, scarcity, authority, social proof, liking, commitment, unity. Universal psychology with international examples (Apple, Tesla, Patagonia, Spotify). Trigger: 'marketing psychology', 'Cialdini', 'persuasion principles', 'consumer psychology', 'behavioral marketing'."
metadata:
  version: 1.0.0
  category: strategy
  language: en
license: MIT
triggers:
  - "marketing psychology"
  - "Cialdini"
  - "persuasion principles"
  - "consumer psychology"
  - "behavioral marketing"
output: A .md file containing 1–2 selected psychology principles applied to specific marketing assets (copy, landing page, email, ad), with hypotheses and an A/B test plan
related:
  - product-marketing-context-global
  - 05-ad-copy-global
  - 09-customer-insight-global
  - 17-pricing-strategy-global
---

# Marketing Psychology (Global)

> Apply behavioral science to marketing without manipulation. Real psychology beats fake urgency every time.

---

## For Newbies

Before diving in: marketing psychology is **not** about tricking people. It's about removing friction from a decision the prospect already wants to make.

If your product is bad, no Cialdini trick will save it. If your product is good, these principles help the right people say "yes" faster — and feel good about it afterwards.

**The two failure modes:**
1. **Underuse** — you write robotic copy with zero emotional triggers, prospects feel nothing, they bounce.
2. **Overuse** — you stack 7 fake-scarcity countdowns, fake reviews, and fake authority badges, and trust collapses.

Pick **1–2 principles per asset**. Make them honest. Test them.

---

## Step 0 — Read Context

Read `.agents/product-marketing-context.md` if it exists. The product, audience, and brand voice should drive principle selection — not the other way around.

---

## Step 1 — Information Gathering

Ask up to 3 questions before writing:

1. **Where will this be applied?** (Ad copy / Landing page / Email / Video script / Social post / Pricing page)
2. **Goal?** (Increase conversion / Reduce hesitation / Build trust / Justify price / Drive urgency)
3. **Audience temperature?** (Cold / Warm / Hot — different temperatures need different triggers)

---

## The 7 Principles (Cialdini, applied globally)

### 1. Reciprocity

**Principle:** People feel obligated to give back when they receive something of value first.

**When to use:**
- Top-of-funnel (cold audience) — hand out value before asking for anything
- Building an email list — lead magnet (template, checklist, mini-course)
- Re-engagement — gift to dormant customers before re-pitching

**International examples:**
- **HubSpot** — gives away free CRM, blog, courses, and academy certifications. Converts a small % to paid Marketing Hub. Probably the cleanest reciprocity flywheel in B2B.
- **Spotify Wrapped** — annual gift of personalized data. Drives massive social sharing and retention.
- **IKEA** — free meatballs in the cafeteria, free in-store kid daycare. Reciprocity at retail.
- **Sephora** — free samples with any purchase. Increases AOV and repeat visits.

**Trigger phrasing:**
- "Free [resource] — no signup, no card"
- "Take this [template/checklist] — use it whether or not you buy from us"
- "On the house: [unexpected gift]"

**Measurable outcome:** Lead generation typically 2–3x higher than direct-sell offers.

**Pitfall:** Gifts that feel transactional ("download this whitepaper to get on our sales call list") destroy reciprocity. Make the value real and unconditional.

---

### 2. Commitment & Consistency

**Principle:** Once people make a small commitment, they tend to follow through with larger ones to stay consistent.

**When to use:**
- Long sales cycles — break the journey into micro-yeses
- High-ticket purchases — sequence quiz → consult → demo → buy
- Onboarding — get the user to "win" once, they'll come back

**International examples:**
- **Duolingo** — daily streak gamification. Once you've hit day 30, you'll do anything to protect day 31.
- **Tesla** — $100 reservation for a future car. Tiny commitment, but massively predicts purchase intent at delivery.
- **Amazon Prime free trial** — 30 days commits you to Amazon's ecosystem; cancellation feels like a loss.
- **Tony Robbins seminars** — opening exercises ("raise your hand if you want change") build a chain of public yeses.

**Trigger phrasing:**
- "Are you ready to [outcome]? → Yes / Not yet"
- Quiz: "Which [archetype] are you?" → answer → pitch matched solution
- "Take the free assessment first"

**Pitfall:** Forced commitment (auto-renewing subscriptions hidden in fine print) creates short-term wins and long-term churn + bad reviews.

---

### 3. Social Proof

**Principle:** People trust the actions of others more than they trust marketers.

**When to use:**
- Always. Social proof works at every funnel stage with different formats.
- Especially when prospects are uncertain, in a new category, or comparing options

**International examples:**
- **Booking.com** — "23 people are looking at this property right now" + "Booked 47 times in the last 24 hours." Industry-defining social proof at scale.
- **Airbnb** — host reviews with photos, response rates, Superhost badges. Trust is the entire product.
- **Slack** — homepage logos: NASA, Airbnb, OpenAI, Target. "If they trust Slack, you can too."
- **Notion** — public templates from real users with real screenshots. Community as proof.

**Formats that work globally:**
- **Specific numbers** — "Trusted by 12,847 small businesses" beats "Trusted by businesses worldwide"
- **Named, photo-real testimonials** — never stock photos, never fake names
- **User-generated content (UGC)** — real customers showing the product
- **Logo walls** — recognizable brands using your product
- **Live counters** — "47 people are viewing this right now" (only if real)
- **Third-party reviews** — G2, Trustpilot, Capterra, App Store ratings

**Trigger phrasing:**
- "[Number] [audience] have already [action]"
- "[Named person, role at recognizable company]: '[quote about specific outcome]'"
- "Rated 4.9/5 by [specific community]"

**Pitfall:** Fake reviews, anonymous testimonials, and stock photo "customers" are detected fast. Once trust breaks, social proof becomes a negative signal.

---

### 4. Authority

**Principle:** People defer to credible experts and recognized institutions.

**When to use:**
- Categories where expertise matters (health, finance, legal, education, B2B technical)
- Reducing skepticism in complex purchases
- Justifying premium pricing

**International examples:**
- **Patagonia** — environmental authority through actions (1% for the Planet, repair programs, public lawsuits). Earned, not claimed.
- **Mayo Clinic Press** — medical content authority drives adjacent product trust.
- **Stripe** — engineering authority through public documentation, blog posts, and open-source. Developers trust developers.
- **Tim Ferriss / Naval Ravikant** — earned authority via long-form content; brands they endorse get instant trust transfer.

**Authority signals (in order of strength):**
1. Verifiable credentials (PhD, board certification, licenses)
2. Peer recognition (published in Nature, awards, conference keynotes)
3. Mainstream press (NYT, BBC, WSJ, TechCrunch — but only as supporting, not headline)
4. Major partners ("Used by NASA / Goldman Sachs / Stanford")
5. Original research ("Our 2025 study of 5,000 marketers found…")

**Trigger phrasing:**
- "[Expert name], [credential], [years of experience]"
- "Featured in [respected outlet]"
- "Backed by [recognized investor/institution]"

**Pitfall:** Borrowed authority that doesn't apply ("As seen on Forbes" via paid placement). Sophisticated audiences detect this in seconds.

---

### 5. Liking

**Principle:** People buy from those they like, find similar to themselves, or admire.

**When to use:**
- Personal brands and creator businesses
- DTC where founder story is part of the product
- Communities where in-group identity matters

**International examples:**
- **Patagonia (Yvon Chouinard)** — founder story + values alignment is the whole brand.
- **Glossier (Emily Weiss)** — Into the Gloss blog built personal liking before the brand existed.
- **Apple ("Think Different")** — distinctiveness as identity. You don't buy a Mac, you buy into a worldview.
- **Tesla / Elon Musk era** — pre-2023, founder personality drove enormous early adopter liking.
- **MrBeast / Feastables** — parasocial liking translated directly into chocolate sales.

**Liking levers:**
- **Founder story** — honest, specific, shows the struggle, not the highlight reel
- **Behind-the-scenes** — team, process, mistakes, rituals
- **Cultural affinity** — language, references, in-jokes the audience shares
- **Community** — Discord, subreddit, Slack group where members feel known

**Trigger phrasing:**
- "Hi, I'm [Name] — I started [brand] because [specific moment]"
- "[Personal photo, not a stock headshot]"
- Manifesto: "We believe [statement that filters out wrong-fit customers]"

**Pitfall:** Manufactured authenticity (PR-written founder posts, ghostwritten Twitter accounts) reads as inauthentic. Audiences calibrate fast.

---

### 6. Scarcity

**Principle:** Things in limited supply or available for limited time are valued more.

**When to use:**
- Genuine inventory or capacity constraints
- Time-bound launches (Black Friday, product drops)
- Cohort-based programs with real cohort dates

**International examples:**
- **Supreme** — every drop is genuinely limited; secondary markets confirm scarcity is real.
- **Hermès Birkin** — waitlists and selective distribution drive multi-decade demand.
- **Y Combinator** — twice-yearly batches with hard deadlines and ~1.5% acceptance rate.
- **Apple iPhone launches** — limited initial stock + queue dynamics + hype = launch-day mania.

**Scarcity types:**
- **Quantity** — "Only 50 spots in this cohort"
- **Time** — "Doors close Friday at midnight UTC"
- **Access** — "Members-only / invite-only"
- **Bundling** — "This bonus disappears after 24 hours"

**Trigger phrasing:**
- "Only [specific number] [units/spots] remaining"
- "Closes [specific date and time]"
- "Available only to [defined group]"

**Pitfall:** Fake countdowns that reset every visit, "only 2 left!" messages that never decrease, "limited time" offers that run permanently. Modern audiences detect and broadcast this — one viral takedown destroys credibility.

---

### 7. Unity

**Principle:** People are most influenced by groups they identify as part of — "we" beats "you and us."

**When to use:**
- Membership communities and subscription brands
- Identity-driven categories (fitness, finance, parenting, professional networks)
- B2B where buyer wants to belong to the "smart companies" club

**International examples:**
- **Peloton** — "Together we go far" + leaderboards + named tags + instructor shoutouts. Members are not customers, they're part of the tribe.
- **Harley-Davidson H.O.G.** — owners' group with chapters worldwide. Buying the bike means joining the family.
- **CrossFit boxes** — "your box," "your coach," named workouts (the Murph). Identity > equipment.
- **Notion ambassadors / Figma communities** — power users self-organize and recruit; the brand amplifies them.
- **Spotify Wrapped** — "I'm in the top 0.5% of [Artist] listeners" gives identity ammunition to share.

**Unity levers:**
- **Naming the group** — "Patagonians," "Pelotoners," "Notion Heads"
- **"We" language** — "We don't compromise on [value]" beats "You should care about [value]"
- **Shared rituals** — annual events, recurring shoutouts, badges, anniversaries
- **Identity-first copy** — "If you're the kind of [person] who [behavior], this is for you"

**Trigger phrasing:**
- "If you're [identity statement], this is for you"
- "We [value statement] — and so do you"
- "Welcome to [community name]"

**Pitfall:** Hollow group names without real community infrastructure. If you call them "the family" but never host an event or respond to messages, the language curdles.

---

## Quick Application Matrix

| Audience Stage | Primary principles | Avoid |
|----------------|-------------------|-------|
| **Cold (TOFU)** — don't know you yet | Reciprocity, Social Proof (numbers), Liking (story) | Heavy Scarcity (premature), unverified Authority |
| **Warm (MOFU)** — comparing options | Authority (expertise), Social Proof (detailed reviews), Commitment (micro-yes) | Scarcity (still building trust), generic Liking |
| **Hot (BOFU)** — decision time | Scarcity (real deadlines), Commitment (continue saying yes), Unity (VIP/insider) | Excess Reciprocity (looks desperate) |

---

## Applying to Real Assets

### Landing page (full stack)

```
[Hero]    Authority + Unity:
          "[Expert name, credential]" + "For [specific identity]"

[Problem] Liking:
          "We get it — you're tired of [specific pain]"

[Solution] Reciprocity:
           Free assessment / template / demo (no card)

[Proof]    Social Proof:
           Numbers + named testimonials + recognizable logos

[Pricing]  Scarcity (only if real):
           "[Specific number] cohort spots left"

[CTA]      Commitment:
           "Get your custom [X]" — micro-yes wording, not "Buy"
```

### Email subject lines

```
Curiosity:     "Why 73% of new users churn in week one"
Authority:     "[Title]: 3 mistakes I see in every [category] launch"
Scarcity:      "Last 24 hours — [specific bonus] disappears tomorrow"
Social proof:  "12,000 founders switched to [solution] — your turn?"
Personal:      "[First name], a quick thought on [recent context]"
```

### Ad copy (Meta / Google / TikTok)

```
Social proof:  "12,847 founders trust [tool] — see why →"
Scarcity:      "Beta closes Friday — last 50 invites"
Authority:     "[Expert] reviewed 200+ [products] — here's what wins"
Liking:        "Hi, I'm [Name]. I built [brand] after [specific moment] →"
Reciprocity:   "Free [resource] — no signup, no card →"
```

---

## Golden Rules

1. **One or two, never seven.** Pick the strongest two principles per asset. Stacking all seven looks desperate and erodes each.
2. **Real or nothing.** Fake scarcity, paid testimonials, ghostwritten founder posts — every fake gets caught eventually, and recovery is harder than not faking.
3. **Match the temperature.** Cold audiences need Liking and Reciprocity first. Hot audiences need Scarcity and Commitment.
4. **Test, don't assume.** Theory says "scarcity works" — your specific audience may respond more to Authority. A/B test (see skill 19).
5. **Brand voice over technique.** The principle should disappear into copy that sounds like your brand, not feel like a manipulation script.

---

## Quality Checklist

- [ ] Selected 1–2 principles (no more)
- [ ] Audience temperature matches principle choice (cold/warm/hot)
- [ ] Every claim is real (no fake scarcity, fake reviews, fake authority)
- [ ] Language matches brand voice (not generic "Cialdini-speak")
- [ ] Audience-specific phrasing pulled from `product-marketing-context-global`
- [ ] A/B test plan defined (variant control + variant with principle applied)
- [ ] Cultural assumptions checked — what reads as "social proof" in one market may feel intrusive in another
