We invest in advertising, content and AI-powered campaigns. But how much time do we actually spend understanding the people we're trying to reach?
By Elpida Mitsi | Founder of LIT
As we approach the holiday season, I can't think of a better time to talk about emotions. Not just in advertising, but in marketing as a whole.
Something I've noticed increasingly in my work is how easily consumer psychology gets pushed aside in conversations about marketing strategy. Businesses want visibility, engagement, conversions and, ultimately, sales. And understandably so. But the discussion often moves straight to advertising budgets, content production and campaign execution, without spending nearly enough time understanding the people behind those purchasing decisions.
Sometimes, I feel consumer psychology isn't simply overlooked. It's almost treated as irrelevant.
When you start discussing emotional connections, consumer motivations or brand perception, there's often an impatience to move on to something more tangible. Run the ads. Produce the content. Launch the campaign. Measure the results.
But how can we expect meaningful results if we haven't properly understood the people we're communicating with?
We don't buy products based on logic alone
One of the most fascinating aspects of consumer behavior is how closely purchasing decisions are connected to our sense of identity.
In consumer psychology, we explore different dimensions of self-concept, including the actual self, the ideal self, the social self, the ideal social self, and the true self. These reflect how we perceive ourselves, who we aspire to become, how we believe others see us, how we would like to be perceived, and who we feel we genuinely are beneath external expectations.
These dimensions can influence how we relate to brands. Sometimes we choose products that reflect our current identity, sometimes those that represent our aspirations, and sometimes those that help us express something authentic about ourselves.
Of course, price, convenience, quality and functionality matter. But even practical purchasing decisions can involve feelings such as trust, reassurance, confidence or satisfaction.
This is precisely why understanding your consumer means looking beyond demographics. It means exploring purchasing habits, motivations, perceptions, expectations and the emotional or social significance of a product.
It's the difference between simply advertising what you sell and understanding why someone might want to buy it.
AI is making a bigger problem impossible to ignore
I'm a strong believer in the creative potential of AI. But I'm increasingly disappointed by the way it's being applied in marketing.
The endless anthropomorphic characters, exaggerated facial expressions, awkward voices and predictable AI-generated scenarios have become almost impossible to escape. Much of it feels cheap, repetitive and, frankly, cringe.
As a late millennial, or Zillennial, I already find a lot of this content difficult to connect with. And I genuinely wonder how younger audiences, who have grown up surrounded by digital content, perceive it.
But my criticism isn't really about aesthetics or generational taste. It's about the thinking behind the work.
Too often, AI seems to be used simply because it can produce something quickly and cheaply. The technology becomes the idea, rather than a tool for expressing one.
And that's where we return to consumer psychology.
Does this creative approach actually resonate with the audience? Does it reflect their values, their sense of humor or their expectations of the brand? Does it communicate anything meaningful?
Or are we producing content for the sake of producing content?
AI can make execution easier. It cannot make an irrelevant idea relevant.
Marketing is about understanding people
With the holiday season approaching, brands have an opportunity to connect with consumers through a much wider range of emotions than the ones traditionally associated with Christmas.
Beyond nostalgia, happiness and togetherness, the holidays can also bring stress, anxiety, financial pressure and frustration. Yet Christmas advertising often returns to the same sentimental narratives, overlooking the complexity of the consumer experience.
Emotional marketing isn't necessarily about making people feel good. It's about understanding what they actually feel. Sometimes that means celebrating meaningful moments. Other times, it means acknowledging frustrations, finding humor in everyday chaos or offering reassurance.
And this applies far beyond Christmas. Understanding people's emotions, motivations and purchasing behaviors is fundamental to building relevant marketing strategies.
Marketing is not simply about producing content, running advertisements or generating conversions. It is about understanding what drives human behavior and using that understanding to create communication that is relevant, meaningful and commercially effective.
Consumer psychology shouldn't be an afterthought in marketing strategy. It should be part of the thinking that shapes it from the very beginning.
FAQ
What is consumer psychology in marketing?
Consumer psychology examines how emotions, perceptions, identity, motivations and purchasing habits influence how people interact with brands and make buying decisions. It helps marketers understand why consumers choose certain products and how to develop more relevant communication.
Why is emotional marketing important?
Emotions can influence attention, memory, trust and purchasing behavior. Emotional marketing helps brands connect with consumers by recognizing their real experiences, including aspiration, happiness, frustration, anxiety and the need for reassurance, rather than relying exclusively on positive or sentimental messages.
Can AI replace consumer psychology in marketing?
AI can support content creation, campaign production and marketing analysis, but it cannot replace the strategic importance of understanding consumers. Effective marketing still requires human insight, creative judgment and a clear understanding of what makes a message relevant to its audience.
