Consumer Psychology
By Inshirah Zaib
May 2025
Ever wonder why you can’t resist buying that hoodie, even though you already have 10 others? Or why you might suddenly find yourself splurging on a fancy coffee when you usually just grab a cheap one? The reason might have less to do with your willpower and more to do with how marketers tap into consumer psychology — the study of how people think, feel, and behave when buying things.
In today’s world, where we’re constantly surrounded by ads, promotions, and tempting products, understanding why we make certain purchasing decisions is more important than ever. It’s not just about “needing” something. It’s about feeling something. And that’s where emotions, branding, subconscious cues, and some sneaky marketing tactics come in.
The Emotional Side of Shopping
We all know that one friend who buys things they don’t need “just because they’re cute” or “it’s on sale!” But behind that “impulse buy” is something way more powerful: emotions. Shopping isn’t always about logic. Often, it’s about how something makes you feel.
Take Apple, for example. They’ve mastered the emotional connection between their products and their customers. It’s not just a phone—it’s a status symbol, a lifestyle, a trend. You can feel the excitement when a new iPhone drops, and it’s not because of the specs. It’s because Apple has built an emotional bond with its users. Owning an Apple product can make you feel like you’re part of something bigger, something exclusive. And that’s how they lure customers into buying the same phone every time (for an extra $500).
But it’s not just about brands like Apple. Think about Coca-Cola. Have you ever noticed how their ads feature people laughing, dancing, and generally having the time of their lives? The message isn’t that Coca-Cola is the best drink (though they’re obviously not bad). It’s that Coca-Cola makes your life more fun. They’re selling an emotion, not just a product.
More Than Just a Logo
Branding is everything these days. It’s what separates a random T-shirt from a "cool" T-shirt, and it’s a huge part of why we’re willing to spend more on one product over another, even if they’re basically the same. A great brand makes you feel like you belong to something. Think about Nike. Just do it. That simple slogan isn’t just a call to action; it’s a reminder that you can push yourself further, no matter who you are. Whether you're an athlete or not, you wear Nike because of what it represents — determination, power, and success.
Marketing Tricks
While emotions and branding are huge drivers, there are also subtle cues that shape our buying decisions without us even realizing it, like social proof, scarcity, and anchoring—three psychological tricks that marketers love to use.
Social proof: Social proof is the idea that we tend to follow what others are doing. Ever noticed how many people buy something once they see that it's “trending” or has tons of good reviews? It’s not a coincidence. Platforms like Amazon use social proof by showing reviews or ratings so we can see how “popular” a product is. If hundreds of people are saying, “This hoodie is amazing,” it triggers a subconscious desire to have that same experience.
Scarcity: Have you ever clicked on a product online and seen a message saying, “Only 2 left in stock!” or “Sale ends in 1 hour!”? That’s scarcity at work. When something seems limited or about to disappear, our brains panic and think we might miss out. This FOMO can drive us to make decisions faster than we usually would. It’s why people often rush to buy concert tickets or the latest trendy sneaker—it’s about getting something before everyone else does.
Anchoring: Lastly, there’s anchoring, which is about how we compare prices. If you walk into a store and see a jacket priced at $150, and right next to it, there’s a jacket priced at $80, your brain will likely consider the $80 jacket a great deal, even though it might still be overpriced. Why? Because the higher price ($150) made the lower one seem like a bargain. Anchoring can make you feel like you're saving money—even when you're not.
Real-World Examples of Consumer Psychology
So, how do companies actually use these psychological tricks to their advantage? Let’s look at a few real-world examples.
Take Amazon, for instance. They use social proof with their product reviews. When you’re about to purchase something, you can’t help but look at the reviews. If a product has thousands of 5-star ratings, you’re more likely to buy it, even if you don’t need it. Plus, they love to show numbers which plays into the idea of scarcity. “Only 3 left in stock!”—suddenly, that product feels like it’s in high demand.
Another great example is Netflix. Have you ever been scrolling through the “Trending Now” section and ended up watching something you normally wouldn’t be interested in? That’s social proof at play again. Netflix uses data to show you what’s popular and in demand, making you feel like you’re missing out if you don’t follow along.
The Power of Consumer Psychology
At the end of the day, consumer psychology is all about understanding how emotions, branding, and subtle cues shape our buying decisions. From the thrill of owning the latest Apple product to feeling part of a community through your Nike gear, companies have learned how to tap into our subconscious to influence what we buy.
So next time you find yourself eyeing that pair of sneakers you don’t really need, or clicking "Add to Cart" on a product that’s "almost sold out," just remember: it’s not your fault. It’s just the power of consumer psychology at work. And hey, maybe you really do need that hoodie after all.