The Psychology Behind Sales Promotions: Insights from Spark’s CEO

Why do some promotions spark immediate action while others barely register? According to Spark CEO David Pearson, the answer lies less in discounts and more in psychology. “The best promotions don’t feel like promotions at all,” he explains. “They feel like genuine opportunities.”

Behavioural research shows that six psychological forces underpin most buying decisions. Fear of missing out (FOMO) and scarcity remain powerful triggers, but only when applied authentically. Studies reveal that fake countdown timers or artificial shortages may boost short-term sales but undermine long-term trust. David points to brands like ASOS and Hermès, which have built loyalty by creating real scarcity through limited editions or waiting lists.

Social proof is another key driver. Today’s consumers place more trust in peer reviews, micro-influencers, and authentic customer stories than in traditional brand advertising. In fact, research indicates that user-generated content can increase purchase intent by up to 60%. For David, this highlights a broader shift: “Customers don’t want polished marketing messages—they want reassurance from people like them.”

Discounts still matter, but how they are framed makes a difference. A “Save £5” offer is often more effective than “Save 20%,” especially for lower-priced items, because our brains are wired to respond to clear, tangible savings. Similarly, showing original prices alongside discounts creates a reference point that enhances perceived value.

Beyond rational incentives, emotion continues to dominate. Campaigns that tap into feelings—through stories, imagery, and authentic connection—perform roughly twice as well as purely rational ones. David notes: “We’re emotional creatures who use logic to justify decisions our gut has already made. That’s not a weakness to exploit; it’s human nature to respect.”

But psychology has its limits. Overly aggressive tactics can backfire, triggering resistance rather than action. Research into “psychological reactance” shows that when people feel their freedom of choice is threatened, they are more likely to push back. Successful promotions, therefore, balance influence with autonomy.

For David, the ultimate takeaway is clear: “Trust is the most powerful psychological trigger. If you build that first, every other technique becomes more effective. Break it, and no amount of clever psychology will save your campaign.” In a marketplace where scepticism is high, he argues that authenticity combined with smart psychology isn’t just a tactic—it’s the only sustainable competitive advantage.