Why Arguing Never Changes Opinions – Applying the Commitment Principle in Marketing: Part One

The Ad Couch

http://podcast.intermarkgroup.com/wp-content/uploads/2015/10/01-Podcast-3.mp3

Most people think that they are well above average in intelligence, which, of course, is statistically impossible. It comes from an implicit egoism where we tell ourselves that we typically make great decisions. This belief in ourselves leads to inherent loyalty to products we purchase – a phenomenon credited to “The Commitment Principle.” This psychological driver helps explain why we tend to have a favorite food at restaurants and always order the same thing. It also gives smart marketers a way to build long-term loyalty with consumers.

The desire for trust in a brand informs “The Commitment Principle,” but it can be a double-edged sword. For every consumer willing to try a new diet fad, there are those who refuse to embrace modern things such as technology, even if it will make their lives easier.

Marketing psychology expert Jake McKenzie is here to explain the “Commitment Principle” in two parts. In podcast # 4, he’ll take you through the fundamentals of how it affects consumer behavior. And in podcast # 5, he’ll explain some of the “watch-outs” of such behavior, as well as what research tells us about consumer commitment to brands. Ultimately, you’ll discover just what smart brands do to keep consumers committed to them, yet allow for adaptation in a constantly changing marketplace.

Welcome to the Ad Couch with Jake McKenzie, CEO of the Intermark Group ad agency.

About the Show:
Take a journey through the world of creative psychology and group imagination. Each Ad Couch episode puts a different concept, brand or expert “on the couch” to analyze how:

• Different brands and agencies are effectively leveraging creative psychology to move consumer behavior
• Principles of psychology can be used by marketers and advertisers to build movements and produce change
• Influencers are changing the course of advertising through applied psychology
• Pop culture impacts markets and the power of ideas

About the Host:

The Ad Couch is led by Jake McKenzie, whose targeted expertise is helping brands incorporate creative psychology into their marketing and advertising strategies in order to influence consumer behavior.

A graduate of Vanderbilt University with a Bachelor of Arts in Psychology and Political Science, McKenzie is now the CEO of Intermark Group, one of the Southeast’s leading advertising agencies. Under his leadership, the agency has built a strategy team known as the “Insight Team” that includes a Ph.D. in psychology to facilitate applied psychology advertising methods and enhance brands’ success.