Behavioural science in marketing – Nudge theory, the rule of seven.

This concept has existed since the 1930s when movie studios first coined the approach.

These studios realised that they needed to expose spectators to advertising materials an average of 7 times before committing to a movie theatre trip.

Since then, marketers have adopted and used the rule successfully. Marketing lore says consumers must hear a consistent message seven times before remembering it.

Hearing the same recommendation multiple times from trusted sources (friends and family) in their community… This means consumers are more likely to subconsciously “unfilter” and remember your brand. So, when they see a marketing nudge (a social advert, a billboard, an influencer’s post), the hard work has already been done, and there’s a higher probability that they will engage with that marketing activity.

Remeber, Making the most of this rule effectively requires a multi-channel approach…

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