If you consider yourself a “person of action,” be careful what you say. Psychologically speaking, if you say it, you more than likely will do it. Even if it means buying things you don’t really need. If you believe that going to a big-box retailer for a President’s Day Sale is an economically smart thing to do, and tell your spouse, “We should take advantage of such savings,” then you will most assuredly go there and buy, buy, buy!

This trope is known as “The Consistency Principle” and it’s one of the most telling insights into consumer behavior. If marketers can get someone to say they’ll do something, they will. Over and over again.

Why? The simple truth is people gravitate toward words such as “stable” and “honest.” They want to be perceived as steady and consistent. And the more consistent they are, the more malleable they are to marketers. Today, marketing psychology expert Jake McKenzie will explain how, when we talk the talk, we almost always walk the walk.

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.

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