The Principles to Ethically Influence

By Nick Gray

At IGU Global, we get that selling is important. But in order to do it well, we must stay disciplined and focus on resonance first, knowing the outcome will then impact our bottom line.

For many, the focus remains on the dollars. That temptation leads to decisions that shift brand identity, compromise experience, and blur the target market. Whether you’re behind a counter or building an online experience, what drives people to buy isn’t just what they see, it’s about what they feel.

It’s never logic that makes the first move. It’s emotion. As humans, we make decisions emotionally. We always have. Only later do we justify them with logic. That’s the human default, hardwired into all of us.

So if you're trying to connect with customers on a deeper level, it starts with understanding the behaviours that live beneath the surface.

And no, this isn’t about tricking people. This article is for those retailers who wish to influence, not manipulate. It’s about alignment. When retailers spend the time to understand how people actually think and behave, they create more meaningful, relevant, and trust-based experiences, with an outcome that naturally drives sales.

To help you get there, I’ve broken down six foundational psychological principles that, when approached ethically and creatively, can transform how customers perceive and connect with your brand.

1. The Halo Effect: First Impressions Shape the Whole Story

As humans, we are quick to judge. It’s a survival instinct used to form an instant perception of someone or something. The Halo Effect refers to our tendency to assume that if one part of something is great, the rest must be too.

In retail, this plays out in powerful ways. A beautifully merchandised window, a warm greeting, or a carefully crafted Instagram post can shape a customer’s entire perception of your brand, long before they pick up a product or see a price.

This is why your first impression isn’t just an aesthetic decision, it’s a psychological one. The design of your store, the feel of your packaging, and the tone of your messaging all contribute to perceived value. If it feels premium, people believe it is. If it feels intentional, they trust the product behind it.

Every brand touchpoint, from content to customer service — is a chance to build belief.

2. Loss Aversion: We Hate Losing More Than We Love Winning

One of the most reliable drivers of human behaviour is loss aversion. The idea that people are more motivated by the fear of losing something than by the chance to gain.

It’s not just about missing a deal just so we are clear. It’s about avoiding the feeling of regret.

In retail, this often shows up in limited-time offers, abandoned cart messages, or the subtle suggestion that something might sell out. But the key that many miss is emotional clarity. What customers are really afraid of isn’t just losing money, it’s missing out on a feeling, a transformation, or a version of themselves they were ready to step into.

Loss aversion works best when it speaks to what's emotionally at stake, not just financially. It's about helping your customer feel like they’re claiming something meaningful, not avoiding something trivial.

3. Social Proof: Trust Follows the Crowd

When we’re uncertain, we look to others. That’s the essence of social proof — we trust what other people trust.

In the retail world, this is why authentic reviews, testimonials, user-generated content, and even a busy store matter. They signal safety, credibility, and a sense of belonging.

But it goes deeper than “other people liked this.” It taps into identity. Social proof works when the people being showcased feel relatable. Your ideal customer wants to see themselves in your product, your stories, and your values. When they see people like them engaging with your brand, it reassures them that buying from you is a smart, safe, and socially affirmed choice.

4. Anchoring: The First Number Changes Everything

Anchoring refers to how the first piece of information we receive, often price, shapes everything that follows.

If someone walks into a space with scent, lighting, music, and hospitality that feels elevated, everything that follows, the service, the product, the message, feels premium too. The environment anchors perception.

But anchoring isn’t just about price. It’s about context. Before presenting the cost, share the story of craftsmanship, quality, scarcity, or design. Help the customer feel the value. When you shape perception first, the price feels earned rather than questioned.

5. Scarcity: Rarity Creates Value

Many people want what not everyone can have. Scarcity taps into our natural desire to claim something exclusive. Limited drops, low stock warnings, and countdown timers all play on this instinct.

But in order for scarcity to work, it has to be real. False urgency actually breaks trust. The goal isn’t to create pressure, it’s to elevate presence and meaning.

When scarcity is used with integrity, it adds a layer of pride, identity, and emotional value. The customer doesn’t just want the product. What they want is to be the kind of person who got it before it was gone.

6. Mere Exposure: Familiarity Builds Trust

The more we see something, the more we trust it. This is because it helps us build a cognitive narrative around something. If you have a friend that's always late, there's a good chance that's what you’ll expect from them more often than not. This is the same with the Mere Exposure Effect, and it’s why repetition, done well, is powerful.

Many brands give up too early, assuming customers aren't interested. Often, they’re just not familiar enough yet.

Consistency builds emotional safety. Showing up across the right touchpoints — emails, socials, signage — creates recognition, which leads to preference. When your voice, look, and tone are steady and emotionally anchored, people feel like they know you.

And when they know you, they’re more likely to choose you.

The Deeper Truth

I know I’ve said it before, but it’s worth repeating, we buy with emotion, not logic.

People don’t buy products because of specs, features, or discounts. They buy because of how something makes them feel. They buy identity. Aspiration. Status. Trust. Logic shows up later, to justify the choice. But the decision is made in the feeling.

Retailers and brands who understand this, and use it ethically, don’t just sell more, they build loyalty. Because the brands that win are the ones that feel human. The ones that listen, not shout. The ones that influence through emotion, not pressure.

At IGU Global, we help businesses create brands that move people, not just move product.

That’s influence with integrity. That’s perception with purpose.

Because in the end, people don’t just buy things.

They buy stories.

They buy belonging.

They buy you.