The Psychology Of Consumer Behavior

Customers are the stars of the shopping show.

As someone who’s been in the marketing game for 8 years now, I’ve got a front-row seat to the fascinating world of consumer behavior.

From those impulse buys we all know and love (or hate, depending on how much guilt you feel after), to the unwavering brand loyalty some people seem to have, the psychology of consumer behavior is a never-ending source of intrigue.

With a little bit of understanding and a whole lot of creativity, you can harness this knowledge and use it to build your brand into a powerhouse. Trust me; there’s nothing quite like the rush of seeing your carefully crafted campaign take off and resonate with your target audience. It’s a feeling that never gets old.

So, let’s dive in together and explore the world of consumer behavior. Who knows, maybe we’ll uncover some hidden gems that will take your marketing game to the next level.

To understand customer behavior, you've got to get into their shoes.

Tell a story

Oh boy, do consumers love a good story! There’s just something magical about hearing the tale of how your favorite brand came to be, or how the product you love was born. It’s like getting a glimpse behind the curtain and seeing the heart and soul of the brand.

That’s because storytelling is one of the most powerful ways to connect with consumers on an emotional level. When you tell a story, you create a sense of authenticity that can’t be replicated through any other means. It’s like you’re inviting your audience into your world and showing them what makes your brand tick.

And let’s be real, who doesn’t love a good story? It’s the reason we stay up late reading books or binge-watching Netflix shows. We crave that connection with the characters and the world they inhabit. And the same goes for brands. When you tell a compelling story, you create a deeper connection with your audience that goes beyond just selling a product.

Be relatable

Let’s talk about the most important thing when building a brand – being relatable.

Consumers want to feel like they can relate to your brand on a personal level. If your brand seems distant or unapproachable, it’s like trying to connect with a brick wall. Not fun.

So, how do you make your brand relatable? By showing the human side of your brand, of course! Share some behind-the-scenes photos of your team hard at work, create engaging social media content that makes people feel like they’re a part of the conversation, and show the personality of your brand.

Think about it – we’re all human at the end of the day, right? So why not show that off in your branding? Consumers love to see the people behind the brand, and it creates a sense of trust and authenticity that can’t be beat. Plus, it’s just more fun to show off the quirks and personalities of your brand than to keep things strictly professional all the time.

Appeal to emotions

Have you ever stopped to think about the role of emotions in consumer behavior? It’s like we’re all just big, emotional creatures looking for something to connect with. And that’s where your brand comes in.

If you can tap into those emotions, you can create a deeper connection with your audience. Take Apple, for example. Their “Shot on iPhone” campaign wasn’t just about showing off their fancy camera technology. Nope, they took it one step further and showcased stunning photos taken by everyday users. By doing so, they appealed to the emotions of creativity and self-expression. And let’s be honest, who doesn’t want to feel creative and expressive?

Now think about your own brand and the emotions that it might evoke. Is it the feeling of excitement when trying something new? The sense of comfort when using a trusted product? Or maybe it’s the feeling of empowerment when making a positive change in the world.

Use humor

Now, I know what you’re thinking – “Humor? In marketing? That’s crazy talk!” But trust me, it’s not as crazy as it sounds. When you use humor in your branding, you’re able to connect with your audience on a deeper level and make your brand stand out from the competition.

But here’s the thing – humor is subjective. What’s funny to one person might fall flat with another. That’s why it’s crucial to know your audience and what kind of humor will resonate with them. Are they into dad jokes? Sarcastic quips? Puns that make you groan and roll your eyes? Figure it out, and tailor your humor accordingly.

When done right, humor can be a powerful tool for building your brand. It shows that you don’t take yourself too seriously and that you’re willing to have a little fun. Plus, it’s a great way to make your brand memorable and stand out in a sea of competitors.

Tap into nostalgia

Let’s talk about the magical power of nostalgia. It’s like a warm and fuzzy blanket that makes us feel all cozy and safe. And you know what? You can use that to your advantage when building your brand.

By tapping into nostalgia, you can create a sense of comfort and familiarity with your audience. It’s like taking a trip down memory lane and reliving all those good times. Remember the days of personalized soda bottles? Coca-Cola sure does. That’s why they brought back that nostalgia with their “Share a Coke” campaign, and it was a massive hit. People loved the idea of seeing their name or a friend’s name on a bottle of Coke, and it led to increased sales and brand recognition.

But it’s not just Coca-Cola that can use nostalgia to their advantage. Think about your own brand and the memories that it might evoke. Maybe it’s the smell of freshly baked cookies, the sound of a classic jingle, or the sight of a retro design. Whatever it is, use it to your advantage and tap into that nostalgia factor.

Befriend FOMO

We all know how it feels to procrastinate and miss out on a good deal. It’s like a punch in the gut, right? But you can use that fear of missing out to your advantage.

By creating a sense of urgency, you can encourage consumers to act fast and make a purchase. It’s like a little voice in their head saying, “Hey, you better hurry up or you’ll miss out on this amazing deal!” And who wants to miss out on an amazing deal? Not me, that’s for sure.

So, how do you create a sense of urgency? Simple! Use phrases like “limited time offer” or “while supplies last” to let your audience know that they need to act quickly. You can also use countdown timers or limited quantities to add to the urgency factor.

Just remember, don’t go overboard with the urgency. Nobody likes to feel pressured into making a purchase. But a little nudge in the right direction can go a long way in increasing sales and building brand loyalty.

Use social proof

You know that feeling you get when you see a product with a ton of positive reviews? Suddenly, you feel more confident about making a purchase, right?

That’s the power of social proof at work! People are more likely to make a purchase if they see that others have done so before them. It’s like a virtual thumbs-up from other consumers, and who doesn’t love a good thumbs-up?

So, how can you use social proof to your advantage? It’s easy – showcase customer reviews or testimonials on your website, or highlight your brand’s popularity on social media. By doing so, you create a sense of trust and reliability that can influence consumer behavior.

And don’t be afraid to get creative! You can use social media influencers to promote your products, or even create user-generated content that showcases how others are using your products. By doing so, you’re creating a community around your brand that encourages others to join in.

Use social media influencers

You know those people on Instagram who seem to have a magical touch when it comes to selling products? Yep, those are the influencers I’m talking about.

Influencers have become a major force in consumer behavior, with their recommendations and endorsements often leading to increased sales for brands. But it’s not just about finding any old influencer – it’s about partnering with someone who aligns with your brand values and has a loyal following.

Take fitness brand Gymshark, for example. By partnering with fitness influencers who share their passion for health and wellness, they’ve built a strong community of loyal fans who trust their brand. And that trust leads to increased sales and brand recognition.

So how can you tap into the power of influencers? Start by doing your research and finding influencers who align with your brand values. Then, reach out and start building a relationship. By working together and creating content that resonates with their followers, you can increase your reach and tap into a new audience.

Surprise and delight

Sometimes, the best way to influence consumer behavior is to surprise and delight them. By going above and beyond with your customer service or providing unexpected perks, you can create a memorable experience that will encourage repeat business and positive word of mouth.

Take online retailer Zappos, for example. They’re known for their exceptional customer service, like offering free shipping and a whopping 365-day return policy. Whoa, talk about going above and beyond!

But it’s not just about free shipping and returns. It’s about creating a memorable experience that will make your customers feel special. Maybe it’s a handwritten thank you note in their package or a surprise gift with purchase. Whatever it is, it should be unexpected and make them feel appreciated.

And the best part? When you surprise and delight your customers, they’re more likely to tell their friends and family about their positive experience. And that positive word of mouth can lead to even more business for you.

Customer behavior is like a puzzle - you've got to piece it together to see the full picture.

Remember, building a strong connection with your audience takes time and effort, but the payoff is well worth it. Whether you tap into nostalgia, create a sense of urgency, or surprise and delight your customers, there are endless ways to influence consumer behavior and build a loyal fanbase.

So don’t be afraid to get creative and try new things – who knows, you might just come up with the next big marketing sensation!

If you want to talk some more, we’re waiting for your DM on Instagram.

Your biggest fan,
Oana Corina Jelea.



The Big Cheese know-it-all
A lot of brand strategy and storytelling, with a sweet tooth for Instagram management. Constantly on her phone, writing posts, replying to e-mails, and sleeping less than it should be legal. Always open to discussing environmental issues after two glasses of wine. She's the biologist who chose to go digital.
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