On its background, marketing in general, and viral marketing to a greater extend uses/manipuates a human being based on his habits, taste, fears, desires, etc. These all aspects are studied by social/human sciences or phsychology. The question is, do you read articles or books on phsychology in order to improve your viral or other marketing strategies, or even to find the new marketing approaches? If so, can you then share some great reading stuff that helped you in your marketing?
Absolutely. And I secretly laugh at the self-proclaimed "marketers" and "copywriters" who don't know the next thing about human psychology. As for suggestions - Cialdini's "Influence: The Psychology of Persuasion" is an absolute must read, and an EXTREMELY interesting an enlightening one. From older stuff I would perhaps suggest Dale Carnegie's "How to Win Friends and Influence People", as well as other Carnegie's books of course. P.S. Glad to see a serious question here. Doesn't happen too often lately. +rep
bryanon, thanks for the references (and rep)! The first one reads great from the table of content (the second is already covered ;-). Must check.
Gents, I see that there is little interest in a psychology literature from the viral marketers here. Let me put the question that triggers me into a different angle: How do you find the ideas on your next viral marketing campaigns? Do you try to invent your own approaches, or do you use other people's ideas found in forums, blogs and by personal talks? Sorry, if I am too-far-looking here.
Just got "Ca$hvertising" by Eric Whitman - amazing reading on marketing psychology. I would recommend this to people who want to get success in their website' marketing and monetization.
I've read Cialdini's "Influence", which was quite good. I don't know of any psychology books per se that I've read that give much information that's directly relevant to marketing, but I've heard a few people recommend the book "Predictably Irrational". Most copywriting books (the good ones) spend a lot of time talking about customer psychology and psychological reasons why people buy or don't buy as well.