Behavioral Economics in SEM: Using Psychological Triggers to Boost Engagement

This paper explores how principles from behavioural economics-scarcity, social proof, nudges, anchoring, and loss aversion-are applied in search engine marketing (SEM) to enhance consumer engagement and conversion rates.Examining keyword selection, ad copy, and landing page design illustrates how these psychological triggers influence decision-making.While these strategies improve performance, they raise ethical concerns regarding consumer autonomy and impulsive behaviour.The paper proposes a framework for responsible SEM, emphasizing transparency, respect for consumer well-being, and ethical marketing practices that balance persuasive tactics with consumer interests in the rapidly evolving digital landscape.