Understanding the principle of liking and knowing how to use it in your marketing and on your website can give you an unfair advantage over the competition.
When someone has a gap in their knowledge on a topic they care about, they will take action to find out what they want to know. This is the information-gap theory.
Here’s everything you need to know about the information gap theory, plus all other important principles and theories that can supercharge your marketing and influence people to buy your products or services.
What is the information-gap theory?
The information-gap theory posits that when someone has a gap in their knowledge on a topic they care about, they will take action to find out what they want to know.
How can you use the information-gap theory in marketing?
Marketers use the information-gap theory in content and social media marketing. For example, headlines such as 'How to do something', 'The secret to XYZ', or 'What you must know about...' are all used to excite our curiosity and make us want to learn more about the topic.
What are the core principles of marketing psychology?
There are many important principles, theories, and concepts used in marketing psychology. These include:
- the principle of reciprocity
- information-gap theory
- social proof theory
- and loss aversion marketing
You can research each of these principles, plus dozens of other key principles of marketing psychology, via the links below.
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