Marketing and Behaviour
Welcome to the new series on liveinnovation.org, where we fous on the fascinating world of Marketing Psychology. If you’re an undergraduate, postgraduate, or a lifelong learner with a keen interest in understanding what truly motivates consumers, this series is tailor-made for you.
In these discussions, we will explore key psychological principles, including operant and classical conditioning, decision-making processes, information overload and many others—to reflect and undertand why consumers behave as they do. Although I aim to be academically robust, you can also expect some questionable too.
And why create this series?
Marketing Psychology is a broad and super interesting field that investigates how various cognitive, emotional, and social factors influence consumer behavior. By discussing these concepts, we can create more impactful strategies for brands, whether it’s through advertisements, persuasive product placements, or even subtle design cues on websites. So the goal is to shed light on these hidden forces so that students, early entrepreneurs, and even seasoned marketers can make informed decisions, or simply reflect on their strategies. In each episode I’ll try to go from theory to practice, sharing plenty of real-world case studies and even personal experiences.
Episode 1: Classical Conditioning
The first episode discusses the concept of classical conditioning, a vital concept of behavioral psychology famously introduced by Ivan Pavlov. In a nutshell, classical conditioning involves pairing two stimuli, an unconditioned stimulus (one that naturally elicits a response) with a conditioned stimulus (something neutral at first). Over time, the neutral stimulus alone elicits the same response, creating a learned behavior or association.
In marketing, classical conditioning is everywhere. Think of a catchy jingle that puts you in a good mood whenever you hear it, or a visually striking logo paired repeatedly with positive imagery. Eventually, that jingle or logo sparks the same favorable feelings all on its own. This principle is often applied to build brand loyalty, where positive emotional connections drive purchase decisions and encourage long-term engagement.
Curious to learn more and see how to apply these insights to your own projects or studies? Check out our first episode below:
So that is it, my friend. Stay tuned for upcoming episodes of Marketing Psychology on liveinnovation.org. I’ll try to share a video per week, but let’s see if I can make it.
Cheers!
