How well do you understand what influences, alters and drives human behaviour? Whilst marketing strategies, consumer demographics and the flavour of the month change, well, every month… the psychology of human behaviour is one constant that stands the test of the time.

As areas of psychology to delve into, Charles Duhigg’s “the power of habit” is a great starting point, because understanding our habits can have a huge benefit professionally, as marketers, but also personally, as people trying to be better versions of ourselves every day.

Duhigg delves into the intricate workings of consumer psychology, examining the neurological cravings that drive our purchasing decisions. And with our marketing hats on, it’s an important touchpoint as we consider how to create messaging that speaks to our audience on a deeper level

UNDERSTANDING NEUROLOGICAL CRAVINGS

At the core of Duhigg’s thesis lies the idea of habit loops: there’s a cue, a routine and a reward. And it’s in the reward phase where neurological cravings come into play. Our brains are wired to seek pleasure and avoid pain, a fundamental principle deeply embedded in our evolutionary history. Neurotransmitters like dopamine play a huge role in reinforcing certain behaviours, creating cravings that drive us to seek out specific products or experiences. You go for a 5k run, now you can eat a chocolate bunny rabbit. No, just me?

Understanding the power of neurological cravings is actually a cornerstone of effective marketing. By understanding what triggers these cravings, we can match our creative strategy and messaging to match our consumer’s desires, driving engagement in the right moments and ultimately, revenue.

By communicating with subconscious desires, we can create a visceral connection that goes beyond rational decision-making.

HOW DO WE BUILD CREATIVE THAT TRIGGERS NEUROCRAVINGS?

First, identify the cue.

Every habit loop starts with a cue - a trigger that sets the routine in motion. In marketing, identifying the right cue means understanding what grabs your audience’s attention. It could be an image, a word, a situation, or even a particular sound. The cue should be relevant to your target demographic.

Second, craft the routine. Which, in marketing, means the interaction with the product or brand. This could be browsing a website, experiencing a product in a store, or engaging with a brand through social media. The routine should be enjoyable or fulfilling in some way, reinforcing the consumer’s engagement with the brand.

Third, the reward. This is crucial because it satisfies the craving triggered by the cue. In a marketing context, the reward should provide emotional or practical value, such as a sense of belonging, achievement, or a tangible benefit like a discount or a gift. This reward not only satisfies the craving but also helps to create a stronger connection between the consumer and the brand, making it likely for the routine to be repeated.

Then, leverage neurotransmitters. Since neurotransmitters like dopamine are central to creating cravings, marketing must aim to stimulate their release. This can be achieved through surprises, delights or emotional storytelling – encourage them to feel good when interacting with the brand.

Crucially, continuously test different cues, routines and rewards to see what best triggers the desired behaviour among your target consumers. Use data and qualitative feedback to refine creative, making sure that the marketing messages not only trigger neurocravings but also align with changing consumer behaviours and preferences.

Charles Duhigg’s insights into the power of habits inform an interesting approach to understand how to make your product marketing more effective. By understanding and leveraging neurological cravings, we can create messaging that resonates deeply with consumers, driving engagement and fostering brand loyalty.