Dr. Squatch: Ad Behaviour & Psychology

The psychology:This leverages the High Stakes Open principle by signaling urgency and consequence, which naturally heightens attention and arousal in the viewer. It also taps into the Commitment Escalation principle, as the viewer becomes mentally invested in understanding the 'big deal' referenced. Together, these principles create a sense of importance and tension that makes the viewer less likely to look away.

The psychology:This leverages Specificity Bias by providing exact numbers ('10 bars', 'four free gifts') which feel more credible and concrete than vague promises. It also uses the Value Proposition Effect by highlighting 'all over 50%' to emphasize quality and savings, triggering the viewer's motivation to obtain a good deal. Together, these principles focus the viewer's attention on the clear, desirable goal, increasing engagement and anticipation.

The psychology:This leverages Identity Pain by framing the issue as a threat to the speaker's and viewer's self-image and authenticity. The phrase "getting the hate" activates Social Comparison Pain implicitly, as it suggests negative judgment from others, increasing emotional tension. Together, these principles make the viewer empathize deeply and feel the sting of being misunderstood or unfairly criticized, which heightens engagement.

The psychology:This leverages the Principle of Transparency by clearly showing the cause-and-effect relationship between clicking the link and arriving at a curated product bundle. It also uses Authority Transfer by referencing knowledge about the fastest-selling scents, which builds trust in the recommendation. Together, these principles reduce uncertainty and increase the viewer's confidence in taking action, making the explanation compelling and easy to follow.

The psychology:This leverages the Popularity Signal by showing that many others are buying the product, which triggers Social Proof as people tend to trust and follow the crowd. The phrase 'never be a deal this good' also creates a Scarcity Effect, making viewers feel they might miss out if they don't act. Together, these principles compel the viewer to pay attention and consider purchasing to avoid missing out on a popular, limited opportunity.

The psychology:This leverages the Hidden Truth Reveal by uncovering a previously unknown mechanism — that infused shea butter actively nourishes the skin barrier. The Scarcity Effect is triggered by 'we are running out fast,' creating urgency to act. The Authenticity Cue from 'It is live' enhances trust, making the insight feel genuine and compelling. Together, these principles deepen engagement by revealing valuable insider knowledge and prompting immediate interest.

The psychology:This leverages the principles of Loss Aversion and Incentive Salience. The mention of 'over 50% off' triggers Loss Aversion by implying the viewer might miss out on a valuable deal if they don't act. The direct command activates Incentive Salience, focusing the viewer's attention on the specific action and reward, making it hard to ignore or delay.