This article, drawing upon the analysis of established mechanisms and effects, presents and systematizes a set of psychological influence techniques widely applied both in promotional communications and in the routine practice of business public relations. The functioning of these techniques is based on the psychological characteristics of human perception. On the basis of existing theoretical frameworks and applied practices, an attempt has been made to identify and classify the following principal techniques of psychological influence in marketing communications.
This technique involves presenting secondary but sensational and emotionally charged information that diverts attention from essential and strategically significant content unfavorable to the initiator. Its purpose is to redirect the audience’s focus from undesirable information toward alternative data delivered in a maximally spectacular form, thereby creating a dominant emotional distraction.
Also referred to as the “stream of consciousness” method, this technique consists in presenting information as a continuous, undifferentiated flow. Such delivery obscures identifiable patterns, rendering them nearly imperceptible to the mass audience. The effect is achieved through:
an excessive abundance of heterogeneous commentary;
contradictory opinions devoid of factual grounding and analytical rigor;
overcomplicating factual material through technical or narrowly specialized interpretations.
Known as the method of “fact manipulation,” this technique entails generating new “facts” by combining heterogeneous elements: real but plausible, real but implausible, and fabricated yet plausible. Doubts regarding implausible real facts are easily dismissed, while fabricated plausible ones penetrate the collective consciousness almost automatically. Half-truth, more deceptive than outright falsehood, operates by disguising itself and thereby exerts a stronger manipulative effect.
Also associated with the “imago” strategy and the “foot-in-the-door” effect, this technique avoids direct confrontation with public opinion. Instead, it gradually modifies existing viewpoints in small, sequential steps until they align with the manipulator’s objectives. The process relies on incremental reinterpretation of already accepted beliefs.
Often identified with the “self-fulfilling prophecy” effect, this technique consists in the selective presentation of facts and interpretative commentary. By excluding obscure facts or introducing supplementary details, it becomes possible to construct the appearance of a trend that does not exist in reality. Historical retrospectives are frequently employed to substantiate such artificially induced tendencies.
This technique utilizes historical parallels as a means of persuasion, while simultaneously serving as a foundation for metaphor construction that preconditions the audience. It combines two forms of rhetorical influence:
the application of unwarranted praise or flattery (“As you, of course, recall…”);
the strategic identification of historical precedents to justify contemporary arguments.
Also linked to the concept of “social proof,” this technique bypasses rational judgment by directly stimulating the emotional domain, frequently invoking fear or the triad of emotions: anger, fear, and horror. Media and political actors often employ it to appeal to perceived collective needs and anxieties.
Referred to as the “tarred gates” method, this counter-propaganda technique frames discourse by employing derogatory terminology and negatively charged epithets. Its aim is to shape the audience’s ethical evaluation of a subject in accordance with the manipulator’s objectives.
This strategy is based on the disclosure of allegedly “classified” information from “anonymous sources,” usually concerning anticipated actions of authorities or leadership. Frequently, such leaks are designed to probe public opinion on sensitive issues. They may also be employed by opposition actors to discredit governing bodies or business organizations.
This technique exploits the circulation of rumors — informal and often unverifiable interpersonal communications that seek to explain ambiguous social events. Rumors usually emerge from informational scarcity and serve both explanatory and emotional-regulatory functions. Sociocultural factors often lend greater credibility to information transmitted through unofficial or conspiratorial channels than to openly declared sources.
This manipulation method relies on deliberate misinformation, strategically introduced at decisive moments of social or political action. Its effectiveness depends on the recipient’s predisposed trust in the source. By the time the falsity is exposed, the intended objective has typically already been achieved, while subsequent corrections or denials pass largely unnoticed.
This technique employs deliberate lexical choices that evoke predetermined positive or negative associations, thereby subtly influencing public perception. Terminological framing (e.g., “liberators” vs. “occupiers,” “scouts” vs. “spies”) becomes a powerful tool of manipulation. Among the most common instruments are:
quotation marks used to convey disdain and discredit concepts;
diminutive or augmentative suffixes that create belittling connotations;
nominal forms derived from adjectives, often carrying ironic or derogatory implications.
The techniques outlined above illustrate the systematic use of psychological mechanisms to construct and manage social perception in the context of marketing communications and public relations. By appealing to the cognitive and emotional dimensions of human psychology, these methods function as effective instruments of manipulation, shaping attitudes, beliefs, and behaviors in ways that frequently transcend rational analysis.
Auteur: Serhii Oreshet