Jake McKenzie

This session will dive into the psychology behind a consumers’ decision-making process. There are many psychological principles that directly correlate to how others think. For instance, over 90% of all purchase decisions are made with the subconscious part of the brain. So how can we affect this part of the brain, also known as System One? How can we tailor our messages to consumers so that they want to buy our products? How can we improve our marketing tactics with a psychology-driven approach?

By understanding the Law of Least Effort, which affects our purchase-making decisions, we can learn more about all of the pre-existing pathways for how we make decisions that we default to, which lets our brain make decisions on our behalf. This session dives into the main psychological principles of social proof, the endowment effect, scarcity, and many more, giving marketers in the audience knowledge behind how to use psychology to drive a consumer’s decisions.