Today Sarah Levinger, a Consumer Behavior Strategist, joins the show to discuss how emotions drive most of our purchase decisions.

We discuss the influence of emotions on purchasing behavior and the need for brands to understand and apply consumer psychology. We also explore the concept of selling emotion and how it can differentiate a brand in a crowded market.

Sarah provides examples of successful brands that have effectively tapped into emotions, such as Liquid Death and Dos Equis. She emphasizes the importance of building an emotional ecosystem and connecting with consumers on a deeper level.

We also explore the challenges brands face in breaking through growth ceilings and the need to shift from direct response marketing to brand-level marketing. They also introduce the concept of participation marketing, where consumers want to be actively involved in the brand experience.

Follow Sarah:
Linkedin - https://www.linkedin.com/in/sarahlevinger/
Twitter - https://x.com/SarahLevinger

Chapters:

00:00 Introduction and Importance of Consumer Psychology
09:16 Selling Emotion: The Power of Relatability
13:12 Case Study: Liquid Death and Selling Emotion
16:20 Case Study: Dos Equis and Building an Emotional Identity
20:27 Building an Emotional Ecosystem for DTC Brands
25:17 Connecting with Consumers on a Deeper Level
26:25 Understanding the Emotions and Identity of Your Target Audience
27:30 Breaking Through Growth Ceilings: Shifting to Brand Level Marketing
35:06 The Rise of Participation Marketing
40:23 Creating Specific and Relatable Content
43:56 Generational Differences in Marketing
48:40 The Power of Creativity in Marketing Strategies