How Starbucks uses Psychological Triggers
I like this picture from Tom Pestridge that breaks down physiological triggers Starbucks uses for their different sized.
Here's what he said:
The psychological triggers Starbucks uses...that make people keep coming back.
1. The Decoy Effect
↳ A strategically placed middle option can make the most expensive seem like the best deal.
2. The Von Restorff Effect
↳ Writing your name wrong, makes it stand out and encourages social sharing and free advertising.
3. The Customization Effect
↳ Allowing endless small choices increases attachment and perceived control.
4. Artificial Constraints
↳ Limited-time offerings increase desire and speed up decision-making.
5. Sunk Cost Fallacy
↳ The more effort people invest, the more committed they become.
6. Status Signaling
↳ Creating visible loyalty tiers taps into pride and exclusivity.
7. Endowment Effect
↳ Writing your name on the cup creates a feeling of ownership.
8. Sensory Branding
↳ Smells, sounds, and visuals build emotional memory and comfort.
We like to think we’re all rational buyers.
The truth?
Smart marketing tactics guide almost every choice we make.
Master these tactics, and you’re not just marketing. You’re creating movements.
Image Description
The image illustrates the "Decoy Effect" using Starbucks coffee cup sizes. It shows two scenarios: one without a clear "best value" option, and the other where the presence of a strategically priced middle option makes the large cup seem like the best deal.
Positive Aspects
The image effectively visualizes the "Decoy Effect," making it easier for readers to grasp the concept. By showing how a middle option can influence purchasing decisions, it adds a practical dimension to the psychological principles discussed in the post.
Key Takeaways
- Decoy Effect: A middle option can make the most expensive choice seem more appealing.
- Von Restorff Effect: Unique or standout features, like a misspelled name, encourage social sharing.
- Customization and Ownership: Personalization increases attachment to the product.
- Scarcity and Urgency: Limited-time offers enhance desire and accelerate decisions.
- Emotional and Sensory Branding: Engaging multiple senses builds strong emotional connections.
Additional Insights
Starbucks has mastered the art of subtle persuasion. By understanding and implementing these psychological triggers, businesses can influence consumer behavior without overt pressure. Remember, it’s not just about selling coffee; it’s about crafting an experience that resonates on multiple levels.
