Understanding Consumer Behaviour: Why Do Customers Resist Advertising but Trust KOCs Completely?
Author: Height Media Strategy Team | Topic: Understand Your Customers
We live in a world of information overload. On average, an internet user encounters more than 5,000 advertising messages every day.
What happens as a result? Customers' brains develop a defence mechanism called "Immunity to advertising". They skip ads in less than 1 second, install ad blockers and question every claim of praise from a brand.
Yet, surprisingly, they willingly spend hours watching KOCs (influential consumers) talk about products. Why can KOCs break through this strong defence? Here are the 3 psychological secrets behind it.
1. The Power of Imperfection
When brands talk about themselves, they always say: "My product is the best, cheapest and most perfect". In psychology, absolute perfection often raises suspicion (Too Good to Be True).
By contrast, KOCs win customers over through "Imperfection".
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A KOC Is Willing to Say: "This shirt's fabric feels very cool, but the fit is a little loose for slim people".
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The KOC Says: "This lipstick has a lovely colour, but it comes off completely after eating, so you have to reapply it".
Those small criticisms are a powerful driver of trust. Customers think: "This person is willing to point out flaws, so the good things they praise must be genuine".
A Lesson for Brands: When hiring a KOC, do not demand 100% praise. Allow tactful criticism of a few unimportant points to make the video more credible.
2. The Psychology of Shared Circumstances (Relatability)
Traditional advertising often uses sculpted-looking models with flawless skin living in luxurious apartments. Customers admire them but find them distant: "They're already beautiful; anything would look good on them".
KOCs are different. They are ordinary people: they have acne or belly fat, live in rented homes and have limited budgets... just like customers.
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Consider a KOC with acne who reviews an acne cream and shows improvements after 1 month.
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Customers see themselves reflected in the content (relatability).
The Psychology Here Is: "She's like me and it works for her, so it will definitely work for me too". This is why simple phone-shot videos often have higher conversion rates than professionally filmed studio videos.
3. A Shortcut to Making Decisions (Decision Shortcut)
Modern life is busy, and e-commerce marketplaces offer too many choices.
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Which pan should you buy among 1000 pans on Shopee?
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Which facial cleanser should you choose from hundreds of brands?
Customers experience "Choice paralysis". Here, the KOC acts as an experienced guide and Tester.
Customers watch KOC reviews not just for entertainment but to borrow the KOC's judgement. They trust the KOC's taste and knowledge to avoid difficult decisions. Buying based on a KOC's recommendation is a shortcut to deciding quickly and confidently.
Conclusion: From Advertising to Advising
KOCs' advantage over traditional advertising comes from the shift from "Trying to sell" to "Offering useful advice".
Businesses that want to sell in 2025 need to understand this psychology. Do not hire a KOC to act as a loudspeaker. Hire KOCs to become friends, advisers and companions to your customers.
At Height Entertainment, we help you find KOCs who tell the most authentic stories, people who bring not just views but also trust — a brand's most valuable asset.
Do You Need Trust or Just Artificial Views?
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