The breakthroughs in psychology and sociology during the 19th century brought concepts into our lives that continue to influence modern times. However, many of the ideas proposed during that era were rooted in the subjective observations of scientists and their patients, which led to a mix of accurate insights and misleading myths. Unfortunately, when truths and misconceptions intertwine, confusion follows—and marketing has not been immune to this effect. Even today, some brands perpetuate myths under the guise of scientific claims to drive sales. Common examples include the so-called midlife crisis at 40, the stereotype of rebellious teenagers, the five stages of grief, or the false notion that we only use 10% of our brain. Modern research has debunked many of these beliefs, exposing them as little more than urban legends.
In today’s world, data analytics and scientific studies are our best tools to separate fact from fiction. My advice is simple: when crafting your marketing strategy, always rely on solid data and your own analyses rather than accepting outdated “truths” promoted by brands or individuals with weak scientific grounding.
When it comes to purchasing decisions, we must acknowledge the power of proper association techniques. However, brief manipulative visuals or misleading word choices intended to trick consumers are ineffective in the long run. For instance, if you’ve read the chapter on Word Engineering, you’ll recall how Vicary’s 1962 subliminal messaging experiment was misused—and how proper analysis can reveal the flaws in such tactics. Phrases like “Buy Now” or “Call Now” might seem persuasive, but they rarely produce meaningful sales results. Consumers are not passive recipients; they actively evaluate the images, messages, and words brands use to influence them.
Turning briefly to history: Sigmund Freud, at the turn of the 20th century, proposed that unconscious desires, fears, and memories heavily influenced human behavior. His theories, particularly those involving dream interpretation and psychoanalysis, suggested that much of human action stems from hidden processes outside of conscious awareness. This concept fascinated marketers in the mid-20th century, leading to attempts to manipulate consumer behavior through subliminal messaging. It was thought that flashing “Coca-Cola” on a screen for a millisecond could plant a purchase impulse within viewers.
However, from the 1960s onward, scientific studies revealed that subliminal messaging had minimal effect on behavior. A well-known example is the Canadian Broadcasting Corporation’s 1958 national test, where the phrase “Call Now” was flashed hundreds of times during a program, but failed to produce any notable spike in calls. These findings weakened the credibility of Freud’s subconscious influence theories in marketing.
Thus, rather than seeking shortcuts or tricks, the real objective should be to build a strong brand identity. In developed economies, brand building is prioritized, whereas in emerging markets, a more primitive “sell-and-move-on” mentality still exists. True branding captures the consumer’s mind—once a consumer trusts a brand, their focus shifts toward factors like price or availability, rather than questioning quality or service.
Ivan Pavlov’s conditioning experiments also influenced early marketing. In his studies with dogs, Pavlov demonstrated that repeated association between a stimulus and a reward could condition automatic responses. Advertisers adapted this concept, pairing positive imagery with products to evoke emotional reactions. A car ad showing beautiful scenery and joyful families aimed to transfer those emotions onto the brand.
Yet over time, it became clear that consumer behavior is far too complex to be explained by simple stimulus-response mechanisms. A single bad experience with a brand could nullify even the strongest positive associations. With the advent of digital data analytics, marketers recognized that behavior is multifaceted, driven by conscious decision-making, past experiences, and nuanced emotional triggers. Thus, modern marketing requires a much deeper, layered understanding of human psychology.
While Freud and Pavlov laid the groundwork for early behavioral theories, marketing has since evolved beyond their simplified models. Today’s successful strategies are data-driven, personalized, and sophisticated, combining both emotional and logical insights.
Still, the exploration of the human brain continues. We must avoid narrow perspectives and acknowledge the complexity of consumer behavior. Behavioral Marketing, therefore, should be seen as one piece of a larger strategic framework that integrates scientific, theoretical, and practical elements across all marketing activities.
In practice, marketing often employs two main approaches: emotional and logical appeals. Generally, emotional strategies drive more sales, while logical approaches come into play as the product’s price increases or when the customer demands more detailed information. It’s important to understand that the human brain does not operate like a simple storage device—it is far more intricate than a hard drive or DVD.
Neuroscience has shown that memories and information are embedded in complex networks of neural connections, constantly adapting and evolving. Unlike a computer, where data is stored in isolated locations, our brain’s information is interconnected, dynamic, and profoundly shaped by experience. That’s why replicating the human brain digitally remains a daunting challenge. Marketing strategies must be designed with this complexity in mind, relying heavily on research and behavioral analysis.
Through my experiences working with dozens of brands over more than two decades, I have consistently observed that building honest, well-researched marketing strategies yields the best results. It is crucial to introduce your product accurately and uphold transparency at every step.
Finally, it’s important to address a common criticism—that consumers often purchase products beyond their basic needs. In reality, purchasing decisions are deeply tied to emotional and social factors. Buying a product can be a form of self-reward, especially after periods of stress or success, providing emotional relief and a sense of accomplishment. For example, purchasing new clothes after a tough project or treating oneself to fine dining after a major achievement reflects the natural human drive for emotional gratification.
Moreover, purchases tied to social status are also a fundamental aspect of human behavior. Consumers often seek to elevate their social standing through luxury goods—whether it’s buying a prestigious car or a designer watch—to project success within their community. Rather than viewing these behaviors negatively, marketers must understand and embrace them when developing strategies.
In this context, it becomes even more crucial to balance emotional and logical approaches within marketing plans, aligning them with human psychology’s rich, multifaceted nature.
