Today’s customer is naturally averse to marketing and it's challenging to motivate people into purchasing something they're not 100% ready to buy.

This reality doesn't mean that marketers should give up on the new product- but instead base their marketing strategy around a vital element of buyer psychology. They can do this by making conscious consumers want to buy the item - because there are no other products like it in the market!

If you create innovative technology, then try selling it as 'the next big thing.' And suppose your target audience trusts you or believes what you say about being unique or different from competitors. In that case, they'll be more likely to purchase your product over others even if it's slightly more expensive than similar items available.


This article will contain all you need to know about the psychology behind buyer behavior and how to utilize it to optimize sales.

What is consumer buying behavior?

Consumer buying behavior refers to the psychological process of how customers make purchase decisions. These decisions are made based on a combination of factors, such as personality and lifestyle, mindstate, perceived value, sales pressure from salespeople or advertising messages, time available to think about the decision, and other situational influences. All these things play an essential role in consumer buying behavior.

It's like this: you see an advertisement for something, it catches your attention, and makes you think 'I want that!' But clearly, we can't all have everything we want; there are limits on our finances, so at this point, our buying behavior kicks in.

Consumer Buying Behavior Types

There are four main types of consumer buying behavior:

Complex-buying behavior

Complex buying behavior is when a consumer consciously considers all the information on a product or service, including price and quality. They then make an informed purchase decision whether to buy it or not.

This type of buyer behavior often occurs in business-to-business situations where complex products are involved; for example, you're selling specialized machinery that costs thousands of pounds per unit.

Businesses like this will usually employ people who understand how their machines work to explain them to customers confidently. This person would also advise about what sort of machine suits your needs best within your budget, contributing to more sales!

Impulsive buying behavior

Impulsive buying is when a consumer purchases an item without giving much thought to it. IN fact, its likely mostly subconscious in nature.  You might make this type of purchase because the product catches their eye, or they want to end a bad mood.

This type of buyer behavior usually occurs when there are many distractions around you; for example, if you're in a shopping center, something shiny suddenly grabs your attention from across the way!

Unfortunately, these types of things happen all too often, so retailers have been known to strategically place items at points of sale that catch people's eyes as soon as they enter stores within these malls. It works almost every time!

The problem with impulsive buying behavior is that buying doesn't always suit our needs or lifestyle. This means that it's easy to end up with stuff we don't want, which is why retailers are always thinking of new ways to grab your attention and create intense attraction to it.

Habitual buying behavior

Habitual buying is when a consumer's decision to buy something becomes an automatic, nonconscious process. This type of buyer behavior happens after you've bought things for so long that it doesn't require much thought, like if you're used to having tea every day at the same time, and then one morning forget!

The problem with habitual buying behavior is that we sometimes spend too much money without realizing it. For example, you could end up going through a drive-thru every day for breakfast without even thinking about it!

Habitual buying is easier to spot in others but not always as easy to recognize in ourselves. For example, have you ever been grocery shopping and suddenly realized that your trolley was full of junk food when all along what you needed were things like bread and milk? That's habitual buying behavior at work!

Functional buying behavior

Functional purchasers are people who buy things for their utility value. This is the type that most businesses are trying to market to look for because they will buy something they need. For example, suppose you're selling running shoes. In that case, functional buyers are those who run regularly and have a specific use or requirement for your product - maybe they want more ankle support when jogging over rough terrain.

The critical thing here is knowing what exactly it is about your product that makes it practical/functional - this could include features like durability, weight, color choices, etc. Of course, the price can come into play as well!

Functional customers purchase items based on how much benefit the thing will bring them, so if you know exactly why someone would use your product, you'll have a better chance of selling it to them.

The Psychology Behind Consumer Buying Behavior

Consumer buying behavior is intrinsically tied to human psychological factors.

For example: if you're feeling low on self-esteem, this will affect your perception about what others think of you, bringing in an element of perceived risk. If there's a chance someone might make fun/not approve, then chances are high your purchase won't happen because you'll be worried about social acceptance! In other words, marketers must understand that buying decisions are not only made via logic; our emotions really drive them.

This is why it's essential to keep these things in mind when creating marketing strategies. If your content doesn't conform with consumer behavior patterns, then there's no way it'll successfully connect with the right people at the right time. And this will result in poor lead generation!

Consumer behavior patterns can also influence impulse buying, such as the bandwagon effect and social proof. The bandwagon effect happens when consumers believe something because other people are doing it too. Social proof occurs when a consumer makes an uncertain purchase after seeing how popular it is amongst similar others. Both these things relate to how effective marketing works!

Consumer Behavior Triggers

There are just four examples of buyer triggers:

Bandwagon Effect

Consumers will buy something if they see lots of other people have done so first. For example, you might be a little unsure about purchasing a new type of chocolate bar, but you see all your friends with it, so decide to go ahead and buy one yourself.

Social Proof

Consumers will follow the lead of other people similar to themselves when making decisions. For example, if you're going out for dinner, you might ask your friend who always eats at expensive restaurants where they recommend eating tonight!

This makes sense because you probably have similar tastes in food as them. Thus, the social factor has been proven to be an influential factor in customer behavior.

Scarcity Effect

When limited quantities are available, consumers become more eager to purchase something advertised as scarce or rare. For example, some retailers only offer deals on specific products until stocks run out; this is done purely for marketing purposes!

Authority Effect

Opinion leaders like an experienced or authoritative source will be more persuasive to a consumer than peers. So, for example, you might consider buying something if your doctor recommends it!

Marketers and their role in Consumer Behavior

The psychology of consumer behavior is integral for marketers because it allows them to get inside potential consumers' heads, giving them an insight into what makes people tick. It's all about understanding how we make decisions and then using this knowledge to influence our actions.

If marketers tap into these psychological elements, they'll have a much higher chance of influencing customer purchases via effective marketing strategies, which means better lead generation!

Importance of buyer behavior in marketing

Align messages to consumer mindstates

Marketers can't simply rely on facts and figures to sell their products. Instead, they need to understand consumer mindstates to adjust their messaging about products or services. If it aligns with different mindstates, then marketers will be more successful at converting leads into sales!

For example:

Selling a healthy snack? Then you must market according to 'nurturance' motivations - because many people purchase these types of food for this specific reason, i.e. wanting to feed their loved ones nutritious foods as a sign of love. 

This is why buyer psychology is essential in today's world- because it allows marketers to better understand their target market and what makes them tick.

Reinforce positive new beliefs

Marketing messages that reinforce positive new beliefs (e.g., "our product is great" or "our company cares about you') can positively impact consumers' buying decisions. However, marketers need to be careful with their language when creating these messages because it could significantly affect consumers' purchasing behavior.

For example:

If you want people wearing your brand name t-shirts, then focus on the positive associations of your brand and focus your marketing efforts here to create a halo effect.  A vital element of buyer psychology teaches us that brands who do this will get more customers in the short term and retain their loyalty over time, which means repeat business and greater profits.

In addition, if done correctly, conscious consumers will engage with these types of marketing messages and feel a greater sense of brand loyalty because they've been given a reason to believe that the company cares about them.

Shape emerging habits with new products

When marketers launch a new product, they need to establish consumer habits quickly. This can be challenging because the average consumer is fickle, and it's challenging to motivate people into buying something they're not used to.

However, this doesn't mean that marketers should give up on the new product- but instead base their marketing strategy around a vital element of buyer psychology. They can do this by making conscious consumers want to buy the item - because there are no other products like it in the market!

For example:

If you create innovative technology, then try selling it as "the next big thing." Suppose your target audience trusts you or believes what you say about being unique or different from competitors.

In that case, they'll be more likely to purchase your product over others even if it's slightly more expensive than similar items available elsewhere!

Your customers will inform your marketing strategy

Consumers are becoming more conscious about how they purchase certain products or services. This means that marketers need to take into account what consumers believe when it comes to their brand. If you do this, buyers will become better informed and feel like the right decisions have been made by purchasing your product/service.

For example:

When marketing luxury items, brands should focus on offering superior quality goods because most people who buy these things care deeply about personal image! As long as you can communicate why your company is different from others in its space (with compelling reasons), customers will engage with your content, which encourages lead generation for future sales!


The psychology of buyers is an essential aspect of marketing. In this article, we have explored the four different types of buyer behavior and their marketing relevance. 

The end goal for marketers should be to shape emerging habits with new products or reinforce positive new beliefs to increase sales for a company's target audience. This can often be done by understanding a customer's subconscious mindstate when buying and how consumers' brains work in certain stages of the buying process (i.e., from awareness stage to post-purchase evaluation).

If you need help implementing these principles on your business to drive consistent sales, let us know! Our team will partner with you in our 12 week Partnership Program  to create a stellar marketing and strategy that psychologically drives your customers to listen, care, and act.