The influencing principles of Cialdini, the compliance studies of Solomon Asch and the Stepps recommendations for virality of Jonah Berger; they are all applicable to content marketing. That told media psychologist Mischa Coster of Gray Matters in his keynote What makes content convincing and viral? at the content marketing & web editorial congress.
How do we make decisions? Coster cites research for this Daniel Kahneman: We make more than 600 decisions a day, 99 percent of which are unconscious. And based on a number of strategies: bias (assumptions) and heuristics. By managing this with convincing content, we can influence its success.