Posted in Marketing and Strategy Terms, Total Reads: 1400
Definition: Reverse Psychology
Reverse Psychology is a technique adopted by making a person do something by suggesting to do the opposite of what is desired. It works because people are self-defiant & reactive and will always try to work in a contrary manner. This technique is especially used by parents upon their children threatening them not to do something whereas when they actually want them to do it.
It is one of the increasingly used techniques by Marketers around the world these days. In traditionally used marketing techniques, Push Strategy is employed where the marketer promotes the brand through various promotions & advertising and tries to convince the consumer to buy a product.
But in Reverse Psychology marketing, the opposite approach - Pull strategy is employed where the brand draws in the consumer. There are many ways in which marketers adopt this technique of marketing.
One way is where brands are promoted as exclusively for one group by explicit mention (For eg: This product is for “Men Only”/ “Youth only” / “Not for Women”)
One more way is where the brand is shown as being used by popular personalities in the society
This invokes interest in consumer’s minds and influences them to try the product. After they try the product and become satisfied, they spread the awareness by ‘word of mouth’.