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How Your Brain Buys Stuff (and How Marketers Use It)
Ever wonder why you pick one snack over another or why a song in a store makes you buy a certain brand? It turns out most of our buying decisions aren’t super logical — they’re based on how we feel. Here’s the low‑down, explained in a way that makes sense whether you’re shopping for sneakers or starting your own side hustle.
Feelings matter more than taste
- Why New Coke flopped: In the 1980s Coca‑Cola made a sweeter version of Coke. People said they liked it in taste tests, but when the company replaced the old formula, fans freaked out. They didn’t just like the taste of classic Coke — they had memories and feelings tied to it. The new drink messed with that emotional bond, and it tanked.
- Why labels change the game: In experiments where people sipped colas without knowing the brand, they often picked Pepsi. But when they saw the Coke logo before tasting, suddenly they claimed Coke tasted better. The brand triggered memories and feelings that literally changed their experience. It wasn’t just their tongue talking — it was their brain.
Tiny things steer your choices
- Background music: A wine shop once played French music one day and German music the next. On French‑music days, customers mostly bought French wine; on German‑music days, they grabbed German bottles. When asked why, most people said the music had nothing to do with their choice. That’s how subtle the influence was.
- Scarcity makes stuff seem cooler: A study offered the same cookies in two jars — one jar was full, the other almost empty. People rated the cookies in the near‑empty jar as better and more valuable, just because they looked scarce. Our brains equate “rare” with “worth it.”
- Social proof: Ever scroll through Amazon and notice the star ratings, the number of reviews and that shiny “#1 bestseller” badge? That’s because we feel safer choosing what lots of other people bought. When we’re unsure, following the crowd feels like the right move.
- Little design tweaks: Google once tested dozens of slightly different blue colours for its ad links. One shade got a few more clicks than the others — enough extra clicks to bring in hundreds of millions of dollars. Similarly, Amazon found that shaving even a fraction of a second off page load time boosts sales. Tiny details can make a huge difference.
- Emoji nudges: Some energy companies put smiley or frowny faces on bills. A happy face meant you were using less power than your neighbours; a sad face meant you were using more. Those little emojis got people to save energy without anyone nagging them.
- Unexpected targets: To keep airport bathrooms cleaner, one airport etched a tiny fly into the urinals. Men instinctively aimed at it, which cut splashes and cleanup costs. It’s a silly example, but it shows how a simple visual can change behaviour.
Why this matters for you
- Most new products fail: Even big companies release things that flop because they forget people make decisions with their feelings, not just logic. By understanding how people actually choose, you can avoid those mistakes in your own business.
- Emotions drive decisions: People with damage to the parts of the brain that process emotion struggle to make even basic choices. That’s how important feelings are to decision‑making. If your marketing speaks only to the logical side, you’re missing what really drives action.
- Unseen influences: The background music, the colour of a button, the speed of a site — these things can make or break a sale. As a digital marketer (or future entrepreneur), testing and tweaking small details can have a big payoff.
Tips for your own marketing
- Tell a story: Don’t just list specs. Share why your product exists and how it helps people. Stories connect with emotions and stick in our minds.
- Design smart: Colours, fonts and layout matter. Test different options — even small tweaks can change how people respond.
- Show proof and scarcity: Let people know others love your product and that it’s in demand. Reviews, testimonials and limited stock notices all tap into our instincts.
- Set the mood: Music, images and words can create a vibe. Use them to match the feeling you want your brand to evoke.
- Keep it smooth: A slow or confusing website can turn people off. Make the experience fast and simple so there’s nothing blocking someone who wants to buy.
The big takeaway
We like to think we choose things logically, but our brains are wired to respond to feelings and subtle cues. By understanding that, you can create marketing that feels right instead of pushy. Whether you’re launching your own product or just curious about why you buy what you buy, knowing how your brain works makes you smarter both as a consumer and a creator.
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How Your Brain Buys Stuff (and How Marketers Use It)
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