How the Brain Reacts to Ads: The Science of Persuasion
Advertising is everywhere. It’s in your Instagram feed scroll, your Spotify playlists, even your favorite TikToker’s “random” product shout-out. But have you ever stopped to wonder why some ads stick in your head and others just disappear? It’s all ad psychology.
It’s all ad psychology. From knowing how the brain works, to using specific techniques to tap into our emotions, habits, and decision-making patterns.
Why Emotions Sell
Think back to the last ad that made you cry, laugh, or feel inspired. Odds are, that emotional reaction wasn’t an accident. According to The Chicago School in their article “Understanding the Psychology of Advertising”, emotional appeal is one of the most powerful tools marketers use. Our brains are wired to respond more strongly to feelings than to logic. That’s why heartwarming commercials (like Google’s family reunion ads) or even funny ones (like Old Spice or Geico) often stick with us long after we’ve seen them.
When we feel something, we remember it. And when a product or brand is tied to a strong emotion, we’re more likely to trust it and buy from it. That’s the psychology of emotional connection, it’s huge in shaping consumer behavior.
Mental Shortcuts
Another way advertisers win us over is by leaning into how our brains naturally take shortcuts. We’re constantly overwhelmed with decisions, so we rely on mental habits to make choices faster.
Take social proof, for example. When you see a product with thousands of 5-star reviews or hear your friends raving about it, you’re more likely to believe it’s worth buying. According to Ana Ivars in their article "How Is Psychology Applied in Advertising and Marketing?”, this is one of the most effective ways brands gain trust. “If everyone else likes it, it must be good,” your brain says.
Then there’s scarcity. “Only 3 left in stock!” or “Limited-time offer!” triggers FOMO (the fear of missing out). It rushes your brain into thinking you need to act now before it’s gone. And it works. It’s a classic persuasion technique used everywhere from fashion to flight booking sites.
Repetition and Recognition
Just seeing a brand name over and over again builds familiarity. It’s called the mere-exposure effect—and it’s sneaky. As explained by Antonis Kazoulis in their article “Advertising Psychology: How to Influence Consumers and Drive Sales”, repeated exposure to a product or logo makes consumers feel more comfortable with it, even if they’re not consciously thinking about it. This explains why jingles, slogans, and logos are so persistent, they’re building trust through repetition.
Think about the Kars4Kids jingle—you probably didn’t mean to memorize it, but now it’s stuck in your head for life. Or how Nike’s “Just Do It” slogan feels like a motivational mantra, even when you’re just buying socks. Not to mention Coca-Cola’s red-and-white logo is instantly recognizable, no matter where in the world you are. These brands use repetition on purpose, they’re building familiarity simply by showing up again and again.
Small Details, Big Influence
Even the little things like colors and sounds can drive how we feel. Red triggers urgency, which is why clearance sales often use red tags or banners—think Target's “Only for a Limited Time” promos. Blue, on the other hand, builds trust and calmness, which is why tech companies like Facebook, PayPal, and LinkedIn lean into blue-heavy branding. Yellow brings energy and cheer, making it a go-to color for brands like McDonald’s that want to feel fun and friendly.
Music and voiceovers play just as big a role. An Apple commercial with a slow piano track can make a product launch feel emotional and important, while an Old Navy ad with upbeat pop music gets you excited to shop. Even luxury brands like Chanel often use whispered voiceovers and classy instrumentals to give off an elite, sophisticated vibe. These subtle choices aren’t random, but intentional. They're psychological cues that guide how we think and feel about a product.
So...Have You Been Persuaded?
I’ll admit it that I am easily influenced, and the tactics fellow advertisers use 100% work on me, even though I already know what they’re doing. I once bought a skincare product after seeing it pop up on TikTok shop with “only 5 left!” tagged on the screen. I didn’t even need it, but I saw so many smaller creators with positive feedback for the product that it went straight into my cart.
And that’s the thing: understanding the psychology behind advertising doesn’t mean you stop being influenced. But it does mean you can recognize what’s happening and decide if the purchase really makes sense for you.
Final Thoughts
To be an advertiser, is to understand people. The best campaigns speak directly to our emotions, habits, and instincts. By using techniques like repetition, social proof, emotional appeal, and even color psychology, brands are able to influence consumer behavior in subtle but powerful ways.
References
Ivars, A. (2024, August 13). How is psychology applied in advertising and marketing?. Forbes. https://www.forbes.com/councils/forbesbusinesscouncil/2022/10/21/how-is-psychology-applied-in-advertising-and-marketing/
Kazoulis, A. (2024, February 21). Advertising psychology: How to create persuasive ads. RSS. https://www.eskimi.com/blog/advertising-psychology
School, T. C. (2022, August 25). Understanding the psychology of Advertising: The Chicago School. Insight Digital Magazine. https://www.thechicagoschool.edu/insight/psychology/understanding-the-psychology-of-advertising/
