Whenever I have a desire to make a significant purchase, my southern wife refers to it as “getting a bee in my bonnet.” She uses this phrase when I talk about an item long enough and knows the purchase is very likely coming soon. But why? What takes it to that level for me?
We like to believe that we make purchasing choices independently of outside influence. Most of us admit that media certainly introduces us to products. But we’re too smart to be guided by anything but our own intelligence. We think that because we price shop, read reviews, ask friends and weigh our options, those factors drive our choices.
Decades of psychology and marketing studies, including many from Nielsen and Edison Research, suggest that our habits are heavily influenced by the media we consume every day. In his New York Times bestseller, social scientist Robert Cialdini’s Influence: The Psychology of Persuasion identifies his universal principles of persuasion, including:
• Authority
• Social proof
• Liking
• Reciprocity
• Commitment and consistency
• Scarcity
This helps explain why we’re likely to buy products and services recommended by trusted personalities, hosts, celebrities and influencers.
Your sellers should most certainly read Cialdini’s book.
Looking Inward
Despite our resistance to admitting our own susceptibility to outside influence, there is little doubt that we really are what we eat. The shows we binge, the personalities we trust and the podcasts we follow all shape what we buy, often without us even realizing it.
Television has always been one of the most powerful product influencers. While traditional commercials are effective, the impact goes far beyond commercial breaks. We all subliminally notice the vehicles driven by our favorite characters, the coffee shops where storylines unfold, the smartphones everyone seems to use and even the clothing and shoes worn by those characters.
As a fan of Yellowstone and Dutton Ranch, I quickly noticed that RAM pickup trucks are the only ones you’ll see the main characters driving. When they crash them, it’s hard for me to swallow destroying another $75,000 truck. Likewise, note the number of shows and movies in which MacBooks are prominently displayed or characters are clearly using iPhones.
Product placement has evolved into an art form because it works. Obviously, when consumers see products used in noncommercial, everyday life, those products become more familiar, trustworthy and desirable. You may remember an article I penned earlier this year on product placement for radio. It’s certainly more difficult, but it can work in ways missed by traditional 30- or 60-second commercials.
Personality radio influences purchasing decisions a bit differently. We tend to gravitate toward people who align with our personal values and worldview. That type of trust often extends across multiple formats. Your clients should know that their target consumers develop strong relationships with your personalities. That makes endorsements and sponsorships especially persuasive. If a trusted news anchor or on-air personality discusses financial planning, health care, travel or home improvement, listeners remember that brand when the time comes to make a purchase. Trust has become a form of social currency and is transferable.
Podcasts have taken this influence to an entirely new level. Unlike TV or radio, podcasts create a much more intimate, one-on-one relationship between host and listener. People often spend hours each week listening through headphones while commuting, working, exercising or relaxing. Over time, podcast hosts begin to feel less like celebrities and more like friends.
This relationship helps explain why podcast advertising consistently delivers impressive results. When a podcast host says, “I’ve been using this product for months,” listeners often perceive the recommendation as genuine rather than scripted. These spots routinely outperform traditional commercials because they feel authentic and personal. Radio and TV win on potential reach, but podcasts score big on a more personal and meaningful connection. That personal impact makes it a worthwhile investment.
Different Genres, Different Categories
Multiple genres influence consumer behavior. Renovation shows inspire kitchen and bathroom remodels. Cooking competitions drive sales of kitchen gadgets and specialty ingredients. Crime shows boost our interest in security systems. Travel programs inspire vacation bookings. Even some of the silliest reality shows create fashion trends almost overnight. Entertainment doesn’t simply entertain us; it creates aspirations.
Social media amplifies these effects. Clips from TV, podcast highlights and news commentary are shared across multiple platforms, reinforcing messages repeatedly. A recommendation heard on a podcast may appear later on Instagram, YouTube, TikTok or Facebook, creating multiple touchpoints that increase the likelihood of a purchase. This transfers traditional methods and expands them within the digital world.
Content may be king, but context is an extremely powerful tool. That message for marketers is clear. Consumers are more likely to respond to advertising when it comes from sources they trust and enjoy. However, awareness is equally important.
Understanding how our industry influences consumers’ decision-making doesn’t eliminate that influence, but it does encourage more thoughtful, impactful and compelling buying habits.
The next time you get that bee in your bonnet to buy a particular vehicle or order the latest gadget, pause for a moment. Ask yourself one simple question.
Did I make the choice on my own, or did an outside influence in the media help choose it for me?
One thing is certain. The only way I ever see something enough for it to become the bee is through the media. The decision to actually buy it is probably a combination of both.
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Bob Lawrence writes weekly columns on radio leadership and business. He most recently served as market manager for MacDonald Broadcasting in Saginaw, Michigan. Throughout his career, Bob has held virtually every position in the business over his 40+ year career, from being on-air in Philadelphia, San Diego, and San Francisco to programming legendary stations including KHTR St. Louis, KITS Hot Hits and KIOI (K101) San Francisco to serving as the head of all programming for Saga Communications and working for the Radio Advertising Bureau. Before landing his current role, Bob helped lead Seven Mountains Media’s cluster in Parkersburg, WV/Marietta, OH. He can be reached by email at BGLawrence@me.com.
Bob also honed his research skills over ten years as Senior VP of Operations at Broadcast Architecture, eventually launching his own research company and serving as President/CEO of Pinnacle Media Worldwide for 15 years. Bob spent five years as VP of Programming for Saga Communications before joining New South Radio in Jackson, Mississippi as GM/Market Manager. Prior to joining Seven Mountains Media, Bob served as General Manager for the Radio Advertising Bureau, overseeing its “National Radio Talent System”.