The following is adapted from Marketing to Mindstates by Will Leach.
A “mindstate” is a temporary state of mind in which we’re under high emotional arousal. When we are in an emotionally aroused mindstate, we rely on more nonconscious, emotional factors in that moment, thereby making us more susceptible to influence. Mindstates drive the majority of consumer behaviors. They’re more important than attitudes, beliefs or even preferences.
As a marketer, if you don’t know your consumer’s mindstate, or you don’t align your marketing correctly with it, you risk losing your ability to influence that decision.
Your messaging is going to feel off to your consumers, who may ignore your brand and choose your competitor instead.