Many people believe success relies on aggressive financial strategies, large-scale big data systems, or cutting-edge technology. However, the core of commercial success lies in managing human behaviour. People often ask if psychology and marketing are compatible. The answer is a clear yes! In fact, combining marketing with psychology forms one of the most effective strategic partnerships in today's economy. In this blog, I'll explain why:

Psychology in practice: A question of perspective

Let's start by taking construal theory as an example. Construal theory explains how our distance from an event influences the way we make decisions.

When you think abstractly about a concept (at a high level of construal), you tend to focus on the "why" - your core values, long-term goals, and the self you would most like to be. But if you are pushed to think concretely about it (at a low level of construal), you begin to worry about the "how" - the immediate problems and the practical effort needed to overcome them.

Example

High-level construal: Imagine an ad that’s based around an overarching theme, such as "Protecting Our Oceans for the Next Generation". That immediately brings up the idea of your moral responsibility and leads to thoughts of your "better self". Thus, it’s more likely to nudge you into making sustainable decisions.

Low-level construal: The more the advert's message gets into the mechanics (eg "you need to sort your waste", "wash out your jars", "buy a cloth bag"), the more likely you are to feel demotivated.

Understanding construal theory allows marketers to design campaigns, nudges and brand stories that motivate action, not cognitive resistance.

The O2 story: Turning behavioural insight into market leadership

Here's an example of how understanding human motivation can help you with more than just marketing campaigns.

Peter Erskine took over O2 at a time when the telecoms industry was mired in a bitter war of technicalities. Companies competed on the specs of their hardware, the spectrum bands they could use and the speeds of their networks. Erskine, who was CEO and often talked about the benefits of his psychology degree, took a different approach.

O2’s historic market turnaround, rock-solid customer loyalty and ultimately the multi-billion-pound acquisition were all the result of a focus on human motivation, customer experience and behavioural retention.

The success shows that the commercial strategies of the most influential companies are based not only on technology but also on an understanding of individuals.

So what's the connection between psychology and marketing?

Psychology is the science of how human beings see, judge and act on value, and marketing is the science of creating value. Psychology obviously makes marketing better:

• It enables behavioural predictability through an understanding of emotional triggers, choice architecture and decision-making.
• It encourages cognitive consistency and alignment, which makes consumers feel that a brand is authentic.
• It produces ethical results by developing customer relationships based on long-term value rather than by manipulating short-term interests.

What kinds of jobs are possible with a degree in Marketing and Psychology?

The combination of marketing knowledge and the science of psychology offers career opportunities in a wide variety of high-impact industries, preparing you for roles in:

• Consumer Insight and Behavioural Strategy: Experience in consumer research for global brands and consultancies.
• User Experience (UX) and Product Design: The science of arranging digital platforms according to human cognitive habits and intuitive design.
• Brand Strategy and Communications: Crafting stories that connect with the psychological drivers and human values.
• Behavioural Economics and Policy: Working with public or corporate partners to promote positive behaviour change.

Why would you study Marketing and Psychology at Lancaster University?

The Department of Marketing here at Lancaster University is the UK’s longest-established academic marketing department. We bring together the world-leading marketing expertise of Lancaster University Management School (LUMS) with the scientific rigour of our Department of Psychology.

In this way, we arm our students with the tools they need to lead the industries of the future by helping them understand human decisions and translate those insights into transformative and ethical business strategies.

Remember that market dynamics are always changing, but the fundamentals of human nature never change. If you understand the customer's mindset, you own the market.

Dr Felix Martin is Programme Director for BSc Marketing with Psychology at Lancaster University.

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