Brainfluence

Why do we buy what we buy? The answer lies as much within our senses and emotions as in our logical minds.

1. Buying Can Be Painful

People often experience discomfort or resistance when making purchases, even if they really want a product. This is because spending money triggers the brain's pain center. A study from Carnegie Mellon University and Stanford University revealed this fascinating connection using brain scans. When participants decided whether to spend money on various items, the scans predicted their choices based on how much pain they felt during the decision.

The key to avoiding this "pain" lies in presentation. By framing prices in smaller, more digestible amounts, you can minimize the feeling of loss. For instance, rather than promoting a gym membership at $120 per year, say it’s “just $10 per month.” Context also matters—losing a small amount of money can feel worse in certain scenarios, like losing coins in a vending machine compared to spending thousands on a car.

Moreover, appealing to essential needs will override this sense of resistance for many customers. A study on massage services showed that people who identified as "tightwads" were more likely to pay for a massage that promised to relieve back pain than one advertised purely for pleasure.

Examples

• Brain scans showed higher activity in pain centers when spending money felt “too much.”
• Re-framing costs as “$10 a month” instead of “$120 upfront” reduced financial resistance.
• Tightwads were more likely to buy when massages were described as pain relief rather than indulgence.

2. Smell Is a Sales Superpower

Selling goes beyond the visual or verbal—it appeals to all five senses. Smell is particularly powerful, as 75% of emotional responses are directly linked to it. That’s why businesses like Singapore Airlines engineer signature sensory experiences. The airline’s attendants wear matching uniforms and apply a custom perfume that lingers throughout their flights, from hot towels to cabin air.

Research confirms the strong link between smells and perceptions. A study demonstrated this with shoes: participants in a floral-scented room rated identical Nike sneakers as superior to those evaluated in an unscented space. Smell can even make products seem better. In another experiment, changing shampoo fragrance influenced buyers to perceive it as rinsing out more easily and leaving hair shinier.

Businesses that overlook smell do so at their own risk. The smell of fresh coffee is integral to a café, just as the scent of leather enriches a luxury shoe store. If your business lacks its signature scent, you're missing an opportunity to influence emotions and decisions.

Examples

• Singapore Airlines uses a unique fragrance throughout flights to build brand identity.
• Shoppers rated shoes in scented rooms more positively than those viewed in unscented spaces.
• Shampoo fragrance changes altered perceptions of product effectiveness, boosting sales.

3. Babies Grab Attention

Photos of babies in ads don’t just make people coo; they grab emotions—and wallets. Research has confirmed that a baby’s face can spark activity in the brain’s emotional center within milliseconds. This response is deeply rooted in evolution: caring for babies increases their survival chances.

Using baby-like imagery or even adult faces with "cute" features can attract more attention. But it’s not enough for the baby in the ad to simply look adorable. Eye direction matters too. If the baby looks straight at viewers, they'll focus on the baby. But when the baby looks at your product or headline, viewers naturally shift their attention there too.

Placing a person in an ad, especially a baby, creates a deeper emotional connection and keeps viewers engaged with your message rather than skipping over it.

Examples

• Brain scans showed immediate emotional reactions to baby photos.
• Ads with baby faces maintained viewer attention longer than those without faces.
• A baby looking at your product can redirect viewer focus effectively.

4. Build Loyalty Through Reflection

Customer loyalty often starts with simple appreciation for what they have—inspired by imagining life without it. A study asking participants to reflect on their lives if the US hadn’t come into existence found this method increased patriotism. Why? Reflecting on a contrasting reality makes people value their current situation more.

Use this logic to build customer loyalty by highlighting what sets your company apart. When customers compare your outstanding service to the average competitor, they’ll form a deeper allegiance to your brand.

Loyalty programs also strengthen ties. Old-school strategies like punch cards work incredibly well. Seeing visible progress toward a reward motivates customers, keeping them engaged and coming back to your business.

Examples

• Patriotic feelings rose after subjects imagined a world without the US.
• Reminding customers about competitors’ weaker service reinforced loyalty.
• Punch cards visibly tracking progress encouraged repeat visits.

5. Schmoozing Speaks Volumes

Small talk isn’t wasted time—it’s a sales booster. When people engage in pleasant chit-chat, they develop trust, respect, and a willingness to agree on deals. In experiments with the "ultimatum game," participants who chatted before negotiating shared resources more fairly.

For even greater effect during in-person interactions, try speaking into the customer’s right ear. Research in Italian nightclubs demonstrated that requests made into the right ear had better success rates than those muttered into the left. The brain’s processing is linked to the right ear, making people more responsive to that side.

Attend networking events, talk about everyday topics, and literally angle yourself for success. It’s not just what you say; it’s how—and where—you say it.

Examples

• Schmoozing raised fair offers during negotiations.
• Researchers found nightclub patrons naturally gravitate toward right-ear communication.
• Success rates for requests increased when made into the right rather than left ear.

6. The Surprise Effect in Sales

Human brains love surprises. Our hippocampus constantly predicts what’s next, so when something unanticipated happens, it catches our attention. This is often why quirky phrases or unexpected imagery in ads work so well. Switching just one word in a familiar phrase can make an average message unforgettable.

This attention-grabbing technique dates back to Shakespeare, who creatively misused words to enthrall his audience. Swapping expected phrases or using surprising product designs can spark customer interest and lead to memorable marketing.

If you run a café, telling customers to “coffee it up” feels fresh and hooks attention more effectively than “order now.” Stirring curiosity helps imprint your product in their minds.

Examples

• Ads with unexpected language variations stood out more to consumers.
• Shakespeare entertained audiences with playful changes to standard grammar.
• Diner slogans like “Coffee it up” stayed fresh and compelling to customers.

7. Right Framing Sells Better

Framing is the art of presenting your product so its value feels irresistible. By emphasizing its benefits or breaking down costs into smaller, manageable chunks, you reduce buyer hesitation. Selling ice cream? Instead of saying it’s “low-calorie,” highlight that it’s “guilt-free” or “healthy.”

People are also naturally drawn to bundles. Packaging items together makes individual costs harder for customers to assess, so they perceive the deal as a bargain. Think of car dealerships: how often do buyers calculate the separate prices of leather seats, sunroofs, and top-end stereos? Bundling simplifies purchasing decisions.

Examples

• A “guilt-free” tagline worked better than “low-calorie product.”
• Gym memberships sold better when promoted as daily costs rather than yearly fees.
• Shoppers valued bundled product packages that obscured individual costs.

8. Increase Perceived Urgency

A sense of urgency spurs action. When customers feel time or availability is limited, they’re more prone to buy. Adding phrases like "limited-time offer" or showcasing dwindling stock can tip the decision-making scales in your favor.

This mental shortcut springs from fear of missing out—not having something can feel worse than gaining something. Scarcity tactics work, but for them to stay effective, they should feel authentic, not forced.

Examples

• "Only 3 left!" widgets on e-commerce boosted impulse purchases.
• Flash sales with countdown timers increased engagement.
• Limited seat availability encouraged faster decisions for event ticket sales.

9. Emotions Outweigh Logic

Contrary to popular belief, people don’t make purchases through pure reason. Emotional appeals—such as safety, excitement, or nostalgia—often outweigh product specs or objective benefits.

To move beyond logic, use storytelling in your marketing or highlight how your product solves emotional problems. A life-changing vacation or “reconnecting with loved ones” sells better than trying to emphasize physical itinerary details.

Examples

• Emotional photography trumps charts of product stats in responses.
• Travel brands succeed by selling experiences over logistics.
• Evoking childhood memories increased candy sales in nostalgic ad campaigns.

Takeaways

1. Use sensory marketing. Evaluate how your business space smells and create a pleasant, memorable fragrance.
2. Reframe prices. Break down payments into smaller intervals to reduce buyer resistance.
3. Add surprise. Use unexpected words or designs to capture attention more effectively than overused taglines.