Marketing Psychology: Increase Sales By Giving Customers The Illusion of Control

You step into an elevator, press the “close door” button, and—bam!—the doors shut. You feel like you made it happen.

Except…you didn’t.

Most of those buttons don’t actually work. They’re just placebos, designed to make you feel in control.

And that’s exactly what the illusion of control is—our tendency to believe we have more control over situations than we actually do.

This bias isn’t just a neat psychological trick—it shapes the way customers make decisions. And if you know how to use it in your marketing, it can increase conversions, drive engagement, and make your brand feel irresistible.

The Science Behind the Illusion of Control

In a 1971 study, researchers David Glass and Jerome Singer proved that simply believing you have control can reduce stress and improve focus.

Participants had to proofread text while an annoying buzzer went off at random times.

• One group was given a button to stop the buzzer (but told not to press it).

• The other had no button at all.

Even though no one pressed the button, just knowing they had the option helped the first group stay calm and focused.

This same effect plays out in everyday life:

• Gamblers throw dice harder when they want a high number. (It’s proven)

• Crosswalk buttons don’t actually speed up the light—but they make us feel like they do.

And when used ethically in marketing, the illusion of control can increase customer confidence, reduce decision fatigue, and drive more sales.

Here’s how to apply it in your business.

3 Ways to Use the Illusion of Control in Marketing

1) Let Customers Take the Lead

People love choices. Giving your customers even small decisions makes them feel more in control—and more likely to buy.

✅ Personalization & Customization – Offer “build-your-own” options, product customizations, or tailored recommendations. Warby Parker’s home try-on program is a great example—customers pick five glasses to test at home before purchasing.

✅ Flexible Shopping Options – Let customers choose their delivery dates, product colors, or service levels. The more they “own” their purchase, the more satisfied they feel.

🚨 But be careful! Too many choices can backfire. This is known as the Paradox of Choice, where too many options overwhelm customers and make them walk away. Keep it simple, structured, and easy to navigate.

2) Reframe Decisions to Give More Control

The words you use matter. Even when a decision is inevitable, the way you frame it can make customers feel like they’re in the driver’s seat.

💳 Disney does this well: Instead of asking, “Would you like to pay now?” they ask, “How would you like to pay?” It’s a simple tweak, but it shifts the focus from “Do I have to?” to “I’m in control of how.”

🔹 Try these in your marketing:

• Instead of “Subscribe now”, say “Pick your ideal plan”.

• Instead of “Buy this bundle”, say “Build your perfect package”.

• Instead of “Sign up”, say “Choose the best option for you”.

When people feel like they’re making the decision, they’re less likely to resist it.

3) Guide Customers with Smart Questions

Nobody likes a pushy sales pitch. But when you use guided questions, customers feel like they’re making the decision on their own—even if you’re subtly leading them to the best option.

💤 Example: Helix Mattress uses a sleep quiz.
Instead of dumping all their mattress options on customers, they ask a few quick questions about sleep preferences—then recommend a “perfect” mattress.

🚀 How to apply this to your business:

• Add an interactive quiz to help customers pick the right product.

• Ask qualifying questions instead of listing features (“What’s your biggest challenge?”).

• Create a guided shopping experience with filters that help narrow options.

The result? Customers feel empowered, not sold to.

The Takeaway: Make Customers Feel in Control

People want to feel in charge—even when they’re following your lead. By giving customers choices, reframing decisions, and guiding them with smart questions, you can:

• Reduce friction in the buying process

• Build trust and confidence in your brand

• Increase conversions without feeling salesy

Because at the end of the day, people don’t just want a great product. They want to feel good about the decision they’re making.

Now, over to you—where can you hand the reins to your customers?