The Psychology Behind Consumer Decisions

Yes.

So consumer decisions, it's not necessarily just greenwashing.

There are other factors that are involved as well, like the halo effect.

But greenwashing specifically is actually one of the reasons I got into marketing and just understanding the psychology behind purchases and how we can utilize that in our marketing and branding for the benefit of our clients.

But greenwashing is just when brands will come off as more environmentally conscious than they are.

Just think of like an organic brand is going to have light green packaging like the nature-y colors because it's quote unquote better for you and it's just more eco-friendly and stuff like that compared to a Doritos bag.

being read so there's a lot of examples that we can go into and have a conversation about but I do want to start with the halo effect because that one is my that's the star of the show when it comes to psychology behind consumer decisions for me but the halo effect is when companies will have attractive Attractive packaging, strong branding, or a premium website.

And this can give consumers the impression that they may be higher quality or just the quote-unquote better decision compared to their counterparts or competitors.

A good example of this would be Apple with their very minimalistic and sleek design.

It comes off as very luxury.

When many of the things that are offered through Apple are very similar to their competition, technology-wise.

And then my favorite example of this would be liquid death, the water.

Have you seen those?

Yeah, I'm not a big...

It's carbonated water, basically.

It's just plain water.

Is it? It's canned water.

That's it?

That's all it is.

It's canned water.

So...

Like I said, it comes off a bit more fancy.

It's pretty expensive for just being plain water.

And I'm not sure if they have other products that they offer now, but I know the original product was just canned water with this packaging that made it look really cool.

Yeah.

Yes.

So consumer decisions, it's not necessarily just greenwashing.

There are other factors that are involved as well, like the halo effect.

But greenwashing specifically is actually one of the reasons I got into marketing and just understanding the psychology behind purchases and how we can utilize that in our marketing and branding for the benefit of our clients.

But greenwashing is just when brands will come off as more environmentally conscious than they are.

Just think of like an organic brand is going to have light green packaging like the nature-y colors because it's quote unquote better for you and it's just more eco-friendly and stuff like that compared to a Doritos bag.

being read so there's a lot of examples that we can go into and have a conversation about but I do want to start with the halo effect because that one is my that's the star of the show when it comes to psychology behind consumer decisions for me but the halo effect is when companies will have attractive Attractive packaging, strong branding, or a premium website.

And this can give consumers the impression that they may be higher quality or just the quote-unquote better decision compared to their counterparts or competitors.

A good example of this would be Apple with their very minimalistic and sleek design.

It comes off as very luxury.

When many of the things that are offered through Apple are very similar to their competition, technology-wise.

And then my favorite example of this would be liquid death, the water.

Have you seen those?

Yeah, I'm not a big...

It's carbonated water, basically.

It's just plain water.

Is it? It's canned water.

That's it?

That's all it is.

It's canned water.

So...

Like I said, it comes off a bit more fancy.

It's pretty expensive for just being plain water.

And I'm not sure if they have other products that they offer now, but I know the original product was just canned water with this packaging that made it look really cool.

Yeah.