If you’ve spent any time in the marketing field lately, you may be familiar with the thought that consumers are a “savvy” bunch. But did you know that they enjoy feeling smart as well?
It’s recognized in consumer psychology as effectance, the idea that people are motivated by a desire to be viewed as smart. Dr. Amanda Ledet, professor of marketing at Louisiana State University, spoke to us about how effectance shows up in the consumer journey and campaigns that can leverage this psychology.
Here are the major takeaways:
The basics of effectance
We first learned of the consumer psychology of effectance from Colleen Kirk, D.P.S., associate professor of management and marketing studies at New York Institute of Technology. Kirk was explaining the value in simple marketing strategies and how easy-to-understand campaigns make consumers feel smart. They also drive feelings of psychological ownership.
“Psychological ownership is a sense of ownership felt by an individual over a product or service that they do not legally own,” Ledet said.
When consumers feel they’ve made a smart decision and are the reason for a positive outcome (a large discount, a tasty meal, a VIP perk, etc.) they will feel as though the outcome and everything attached to it is theirs.
Ledet says feelings of efficacy can show up in many different parts of the consumer journey.
It may show up in the awareness stage when a consumer recognizes they have a problem or it can show up in the consideration stage if a brand appeals to a consumer’s ownership needs. It could also show up at the end of the journey if a consumer was made to feel part of the creation/buying process.
While consumers appreciate feelings of aptitude and success, Ledet says they enjoy them even more when paired with other psychological principles like scarcity and competition.
“As a consumer, when we feel we have scored a deal or snagged a limited-edition item, not only do we feel smart, but we experience a dopamine surge in our brains. Couple that with the principle of scarcity, and we’re all in. This 'smart decision rush' becomes addicting to many,” Ledet said.
Effectance in 2023
In March, Chipotle will be that latest quick-service restaurant to serve effectance to its customers. The chain recently announced its collaboration with TikTok influencers Keith Lee and Alexis Frost. The two popularized a “hack” of Chipotle’s steak quesadilla that went viral.
For many TikTok users who tried the quesadilla — that now featured extra cheese and fajitas — the changes enhanced the flavor and culinary experience. Including items in the meal that weren’t thought of by others allowed customers to engage in a more personalized venture.
“The success of this Chipotle-TikTok innovation is no surprise to me since it involves consumer participation with a product. Have you ever wondered why you feel better buying a muffin or pancake mix which asks you to add one ingredient over something pre-made and packaged?” Ledet asked. “Although it is more work, the alternative is perceived as 'homemade' and often preferred.”
Smart customers aren’t just a standard occurrence in the marketing world, they’re also results of consumer psychology. Leaning on consumer needs and staying up-to-date on real-world examples can help you better serve your customers and meet your bottom line.
