The Science of Influence: 5 Behavioral Principles That Drive Action

Behavioral science is more than theory—it’s the practical key to unlocking what truly drives human behavior. This interdisciplinary field explores the subconscious, contextual, and often hidden factors influencing decisions. By applying these insights to communication strategies, brands can inspire action and create measurable change.

At LMD, we address cognitive biases like speed, overload, and meaning by applying five core behavioral principles:

1. Make it emotional. People think rationally but act emotionally. Build trust and increase recall by connecting through feelings after providing rational, brand-familiarizing information.

2. Make it easy. Decision-making can be hard. We use Nudge Marketing and Choice Architecture to simplify choices and gently guide audiences toward the right decision.

3. Make it authentic. Authenticity builds trust. Start with purpose—your “why.” Values-driven messaging resonates and fosters deep audience alignment.

4. Make it relevant. Relevance matters. Mirror your audience’s language, reflect their values, and use culturally resonant messages and visuals to create a genuine connection.

5. Make it memorable. Keep it simple, use visuals, and employ memory aids like acronyms or humor to boost recall and shareability.

When behavioral science meets strategy, messages move people—and that’s the ultimate goal. Want to learn more about how to use behavioral science to inform, inspire, and motivate your audiences? Talk to LMD.