Manipulate the Masses: Crowd Psychology in Modern Marketing

Modern marketing strategies pull ideas from crowd psychology to influence how people think, feel, and act as part of a larger group.

Many everyday situations demonstrate crowd behaviour: joining long lines outside popular restaurants, purchasing products with high ratings, or sharing viral social media posts.

What factors impact crowd behavior? How do historical roots and modern tactics shape mass influence? Where’s the line between genuine persuasion and manipulation? How do social dynamics affect brand communication and selling?

Stay tuned and find out.

Crowd Psychology: principles and theorists

Gustave Le Bon, Gabriel Tarde, and Sigmund Freud shaped early ideas about mass influence.

Le Bon described how crowds act on emotion rather than reason: individuals lose their sense of personal responsibility and become highly suggestible in group settings. This collective mindset leads to impulsive actions and the rapid spread of ideas or behaviors.

Tarde focused on imitation within social networks and suggested that social influence spreads through a process of copying the actions and opinions of others. He emphasized that trends and innovations usually begin with a small group and ripple outward.

Freud examined group ties through psychology of the unconscious. He thought that individuals in crowds connect through shared unconscious drives and emotions, such as the desire for belonging and approval. He believed that group dynamics could awaken deep-seated feelings and instinctive responses.

Marketing agencies frequently apply theories from these scholars to create messages that appeal to large groups and prompt desired actions among many people.

Crowd Psychology in Action: Historical Roots and Modern Tactics

Crowd psychology ideas started shaping how businesses and governments influenced public opinion back in the late 19th and early 20th centuries.

Today, marketers use digital tools and fast-moving platforms, but the core principles remain rooted in the basic needs for belonging, safety, and certainty.

Nearly every corner of advertising draws on this knowledge, weaving crowd behaviors into branding, product launches, and major campaigns.

Social Proof and Herd Behavior

The concept of social proof is one of crowd psychology’s most practical insights. It hinges on the idea that people look to the actions of others when uncertain about what to do. This can result in herd-like behavior, where individuals follow majority without critical evaluation.

  • During the early 1900s, soap manufacturers started using testimonials and images of “satisfied customers” to influence new buyers.
  • Movie studios also filled opening nights with paid attendees just so photos would show packed theaters, nudging hesitant moviegoers to join in.

In modern marketing, this has exploded through digital platforms.

Online reviews, five-star ratings, and influencer endorsements all work by broadcasting signals of approval.

  • Brands  elevate products with “most popular” tags, and restaurants highlight “most ordered” items.
  • Limited-time “viral” product trends, such as beauty items selling out after a TikTok influencer’s post, demonstrate herd behavior in real time.

When people see that “everyone” is choosing a particular product, it reduces their hesitation to follow the crowd.

Emotional Contagion and Fear Appeals

Emotional contagion refers to how people can pick up and mirror the emotions of others, especially in groups.

  • In the 1930s, radio broadcasters played a significant role in election campaigns by spreading excitement, anxiety, or fear, which listeners absorbed without questioning the message.
  • During times of war or crisis, headlines or speeches that played on collective fear rallied crowds into unified action or belief.

Today, emotional messaging is present in much of the advertising people encounter.

Marketers use emotionally charged images, music, and slogans to spark happiness, nostalgia, urgency, or worry.

  • Public health campaigns may show stark images and emotional stories to motivate healthier choices.
  • Insurance ads amplify worries about safety and security to prompt sign-ups.

Social media platforms magnify emotional contagion, as content that provokes strong feelings tends to be liked and shared rapidly.

Authority and Trust Manipulation

Early 20th-century advertisers quickly discovered that messages from authority figures carried much more weight.

  • Cigarette brands once relied on actors dressed as doctors to calm public fears about health hazards.
  • Politicians and business leaders have long benefited from public appearances staged to project confidence, expertise, or benevolence.

In current marketing, authority is used more subtly yet powerfully.

Endorsements from experts, celebrities, or founders serve as shortcuts for trust.

  • Pharmaceutical companies hire respected physicians or researchers to promote medications.
  • Tech brands often hold keynote events led by charismatic leaders.
  • In digital marketing, the “verified” checkmarks or expertly written articles create a sense of legitimacy and expertise.

Influencer culture has added another layer, where even micro-celebrities wield authority based on their content niche or follower count. They shap brand perception and seed trends.

Sequential steps for utilizing authority in marketing:

  1. Select credible spokespersons relevant to your industry.
  2. Highlight credentials, awards, or achievements in campaigns.
  3. Amplify messages using verified social profiles or expert endorsements.

Scarcity and Urgency

The principle of scarcity is another crowd psychology tactic that dates far back.

  • Early department stores used “one day only” sales to whip up lines around the block: they aimed to create the illusion that goods were limited.
  • Public auctions would create competition and panic buying simply by signaling that there weren’t enough items for everyone.

Online, this is seen in countdown timers, flash sales, and alerts like “only 3 left in stock.” It should push hesitant consumers to buy on impulse out of fear that waiting will mean missing out.

  • Event ticketing sites show how many people are viewing the same offer at once, encouraging action before time or supply runs out.
  • Brands regularly send email campaigns timed with phrases such as “last chance” or “end tonight.”

High-tech product launches frequently see lines for days and sold-out preorders, a clear demonstration of how effective perceived scarcity can be.

Deindividuation and Group Identity

Deindividuation occurs when people lose sight of their personal identity within the group, which makes them more likely to conform and act in ways they might normally avoid.

  • Political movements throughout history have harnessed the power of rallies, uniforms, and slogans to foster a collective identity, and supress personal concerns in favor of “the greater good.”
  • In the mid-20th century, large-scale product launches and television commercials did something similar. They created a sense of community around specific lifestyles or values tied to a brand.

Modern brands tap this effect by stimulating shoppers to join movements – fitness challenges, tech fandoms, or sustainability pledges.

  • Brand communities, like sneaker drops or gaming clans, thrive on this dynamic: they use exclusive merch and inside jokes as badges of belonging.
  • Social media groups, hashtags, and “tribe” language break down barriers between consumers and brands, reinforcing shared identity.

This group effect drives repeat business, word-of-mouth, and even brand advocacy, as individuals find meaning and status through collective participation.

Where’s the Line Between Persuasion and Manipulation

Persuasion informs and empowers people to make choices based on accurate information and clear benefits.

Manipulation crosses the line by exploiting psychological triggers to prompt actions people might later regret or not fully understand.

Some tactics, like limited-time offers or expert endorsements, fall into a gray area. When brands clearly communicate and let customers decide freely, trust builds over time.

Problems arise when marketing hides critical details, distorts reality, or plays on fears without offering real solutions. Examples include misleading scarcity, fake testimonials or selective data that creates unrealistic expectations.

Most people appreciate honest persuasion that highlights value or relevance. Cues such as pressure to rush or emotional upsells alert consumers to pause and reflect, which reduces the risk of manipulation by subtle strategies.

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This blog post was generated by Stryng.