Shopping isn’t just about transactions; it’s a tornado of emotions, nostalgia, and the quest for human connection. As we dive into the world of consumer behavior, it’s important to understand how these emotional triggers shape our purchasing behavior & ‘buying triggers’.

Enter Edward Bernays, the “father of public relations,” who transformed marketing by combining psychology with consumerism. His insights, explored in the documentary The Century of the Self, reveal how deeply rooted psychological principles influence modern marketing strategies.

The Historical Context of Psychology in Marketing

In the early 20th century, marketing began to evolve dramatically, thanks in part to the advent of radio and television. Edward Bernays took his uncle Sigmund Freud’s psychoanalytic theories and applied them to products, information, sex, and more –  forever changing how brands connect with consumers. He understood that people are not just rational beings; they are emotional creatures driven by desires, fears, and social influences.

Interestingly, while many small to mid-sized businesses focus on product features or pricing, they often overlook the emotional triggers that drive consumer behavior. This gap is precisely what leading AI, eCommerce, and SaaS companies are overly aware of, as they work diligently to close the distance between their products and their target audience on an emotional level. I believe it’s this understanding that has propelled the billion-dollar unicorn companies we see today.

By grasping the historical context of consumer psychology, businesses can craft marketing strategies that resonate on a deeper level, transforming casual shoppers into loyal customers. 

Key Psychological Concepts from The Century of the Self

The Century of the Self (available on YouTube at the end of this blog) delves into how Edward Bernays manipulated public-perception through psychological insights. He pioneered tactics that linked products to personal identity and societal dogma.

For instance, his famous “torches of freedom” campaign marketed cigarettes to women as symbols of empowerment during a time when gender roles were shifting. This wasn’t just about selling cigarettes; it was about selling an idea—freedom and individuality. 

Of course, the idea originated from Bernays’ partners in the Tobacco Industry, highlighting an indirect agreement between women’s rights and cigarette promotion. Unfortunately this newfound partnership came with a side of cancer-risk and a hefty dose of irony. 

So how did Bernays use psychological principles to shape consumer behavior? He tapped into emotions like desire for acceptance and fear of missing out (FOMO), creating campaigns that didn’t just sell products but sold lifestyles. Understanding these tactics can help central California small businesses create more compelling marketing messages that resonate with their target audience.

Psychological Triggers That Drive Consumer Behavior

To effectively engage consumers, businesses must harness key psychological triggers. I ask myself and every reader to use the following information with extreme integrity – they can be as harmful as they are helpful.  

Scarcity creates a sense of urgency by tapping into the fear of missing out. When customers see limited-time offers or exclusive products, they feel compelled to act quickly to secure what they might lose. For small businesses, this could be implemented through limited edition products or seasonal offerings. For example, a local bakery in Central California could offer a special Valentine’s Day-themed cupcake box available only for pre-order, with a set number of boxes available.

Social proof (reviews & testimonials) plays a critical role as well; consumers are heavily influenced by the opinions of others. Positive reviews and testimonials can significantly enhance a brand’s credibility, making potential buyers more comfortable with their purchasing decisions. Small businesses can leverage this by actively encouraging satisfied customers to leave reviews and featuring these prominently on their website and social media. A local boutique in Modesto could create a “Customer Favorites” section on their website, showcasing top-rated products along with customer testimonials.

Another powerful trigger is reciprocity. When businesses offer something for free – like a trial or discount – it creates an obvious obligation for consumers to return the favor. Small businesses can utilize this by offering free samples or introductory services. For instance, a local spa in Sacramento could offer a complimentary chair massage to first-time customers, encouraging them to book full treatments in the future.

Small businesses can effectively implement these principles by creating time-sensitive promotions, prominently showcasing customer testimonials on their websites, and providing samples or trials to encourage purchases. By leveraging these psychological triggers, brands can foster deeper connections with their audience and drive sales.

Bridge To Digital Marketing Today

With the rise of e-commerce, Edward Bernays’ principles have only become more relevant. Brands now have access to incredible amounts of consumer data, allowing for highly targeted marketing strategies that appeal directly to individual desires and fears. Successful brands today use psychological tactics not just to sell products but to build relationships with consumers.

How can small businesses leverage these insights for better engagement? By creating emotionally resonant content – whether through storytelling or visually appealing designs – businesses can forge deeper connections with their audience. This approach not only enhances brand loyalty but also encourages repeat purchases.

Personal Reflections on Consumerism

The first time I watched The Century of the Self, I was in high school—bombarded with just enough marketing material to start reflecting on my own experiences. Understanding these psychological concepts early on significantly influenced my purchasing decisions over the years. Since then, I’ve phased out from chasing trends to valuing long-term investments in my products and experiences. This change reflects a new understanding of what truly matters to me – meaningful connections and lasting memories.

What shifts could businesses consider in their approach to consumer relationships? I believe moving away from a transactional mindset towards building lasting connections with customers is important. This new way of making these connections isn’t about selling products “with a side of cancer and irony,” as seen in past marketing tactics. Instead, it requires a deep understanding of your customers’ goals and using the information you have to help them achieve those goals sustainably.

In the past, public relations often sought to find a connection between what people wanted and what companies wanted them to buy, even if it wasn’t good for them. Now, as we navigate the age of information, it’s more important than ever for brands to operate with integrity when employing psychological principles in their strategies. I’m grateful for the insights that The Century of the Self provides, as it peels back the layers behind the engine of consumerism, revealing what has worked, how it happened, and how we can move forward in a more ethical and effective way.

Final Thoughts

The connection between psychology and marketing is profound and undeniable. Edward Bernays’ legacy teaches us that understanding consumer behavior goes beyond demographics; it dives into the emotional fabric that drives purchasing decisions. By applying these insights, small to mid-sized businesses can enhance their marketing strategies and create more meaningful connections with their customers. So, as you refine your marketing approach, consider how you can tap into these psychological insights. Reflect on your own strategies – are you connecting emotionally with your audience? If not, it might be time to brainstorm!