The Psychology of Engagement

When it comes to exhibiting at tradeshows there are a variety of different marketing tools available which you can use to ensure your exhibition is a hit.

Here we take a quick look at the psychology of consumer behaviour and some key factors thought to influence consumer decisions, so you can develop the ideal marketing strategy and maximise your exhibition success.


The principle of reciprocity can be a very useful marketing tool. According to this principle, we humans have a tendency to respond to a positive action with a positive action of our own; we typically feel obligated to return favours after people do a favour for us. For example, if someone buys us a drink, we tend to feel obliged to buy them one in return.

This principle is a powerful social norm which marketers have been taking advantage of for generations and helps explain why promotional products and giveaways can be such an effective marketing tool.


People have a tendency to obey authority figures and we typically find such individuals to be more credible and trustworthy. This is why many advertising campaigns employ authority figures such as doctors to front their campaigns in a bid to enhance their credibility.

You can give your own marketing campaign a more authoritative air by emphasising your expertise and ensuring that all your staff are as up-to-date as possible on their product knowledge and, ideally, on your company’s industry more widely too.


Another principle thought to have a key role to play in influencing customers is the principle of liking. Research has demonstrated that not only are we more likely to buy things from people we perceive as being like ourselves, we are also more likely to engage and buy things from people we like and feel affiliated with. This is why it’s essential to build a good rapport with customers so that they feel more positive towards you and your brand.

There are a number of ways you can help increase your chances of developing positive relationships with potential customers. For example, when communicating with customers make sure to be as helpful as possible and really listen to exactly what it is they have to say.

Here at Skyline Whitespace we’re one of the UK’s leading providers of exhibition stands and are experts when it comes to exhibition stand design. For more information about our range of products and services please don’t hesitate to contact us today and a member of our friendly team will be happy to help you with your enquiries.