Psychomarketing: the Psychology of Shopping

Psychomarketing is a tool that studies the consumer’s purchasing process related to their non-conscious decisions.


There are a number of factors that condition the personality. The memory and the thought affect the decisions we make in our day to day, a fact that helps to conform us as individuals. That is why big companies selling products try to appeal to our most instinctive self so that we can buy from them. All this is included in the technique known as psychomarketing.

When a large company needs to know if one of its products will be successful, it commissioned studies to investigate the market that, in short, does not stop being limited to the number of potential buyers.

Obviously there comes a time when these studies run into psychology. What makes us buy one product and not another? What impact does the experience we have had on purchasing decisions? What kind of stimuli make us more sensitive to commercial impacts? How do we react to various advertising situations?

Answering all these questions and many others, related to psychology, is the intention of psychomarketing. That’s why a lot of experts have appeared in the field, among which are names like Paul Zack, Tim Pethick or Néstor Braidot, in whose studies we base this article.

Psychomarketing: the study of decisions and emotions

All these specialists that we have just named have specialized in different aspects of psychology focused on marketing. For example, Braidot is an expert in the field of neuroscience. For his part, Pethick focuses more on emotional marketing, while Zack focuses on brain reactions during the decision-making process.

However, we can include all these studies within a particular methodology, psychomarketing. After all, any of these aspects has a clear objective, knowing what goes through our heads when we go to buy, so that we can get the stimuli, impacts and products appropriate to our personality, our needs and our state emotional.

Nowadays, according to the most recent studies, it is observed that most of the decisions we make have an unconscious origin. That is, many factors come into play that are not perceived at first sight.

If we apply this revelation to current marketing techniques, we will understand that in purchasing decisions, our most emotional part influences, something that goes beyond almost pure reasoning. That’s why we do not see brands or products the same as others, even though technically they can be or seem practically identical.

What is psychomarketing looking for?

In short, we can consider psychomarketing as a technique that seeks to analyze all kinds of factors related to the objective, trying to solve the different issues and scenarios to define methodologies that enhance the stimuli capable of inducing us to purchase through advertising impacts, seduction , retention, etc.

Basically they seek to influence our purchasing decisions, studying the relationship and the cause that unites our behavior and our mind. It is not strange, since the viability of many brands and companies depends on the decisions that consumers make.

Nowadays, the big brands invest a lot of time and money in hiring experts and neuroscientists capable of analyzing the desires of the consumers to understand their answers and decisions so that they can establish marketing strategies appropriate to the market to optimize their productivity.

The rules of psychomarketing

Some experts, such as the professionals of Envíalo Simple, establish three basic rules on which all psychomarketing strategies must be based in order to be viable and have success options:

  • Pleasant atmosphere: either in an online store or in a physical store, the consumer should feel comfortable and eager to stay. The more cozy the space, the greater the return.
  • Innovation: a strategy that gave good results can not be repeated until exhaustion, as the market is changing. The methodology must evolve at the same time that consumer trends do.
  • Stimulation: any strategy must be based on the stimulation of the senses, both sight and taste, hearing and even -if possible- touch or smell. By favoring or producing a good feeling of wellbeing, the human brain will associate the object of sale or the sales space with the positive aspects of its life.

You can check that a good number of the advertising impacts that are found today in current marketing are based on knowledge about the functioning of our mind. Did you imagine this application of psychology?

“You should look for what regularly reduces your fear and makes you feel more secure. Everything we buy in life is out of fear of something.”

-Jürgen Klaric-