How the brain shops: The how & why of choice
At Fountain, we believe ‘marketing is about selling the next step’. By optimising each stage of the funnel our clients get compounding results.
To make a full-funnel strategy successful, we need to increase the number of people who convert at each stage.
This is where psychology comes in.
By understanding how people make decisions – and how the brain shops, we can ensure we deliver the right message to people.
This is the first of a series of articles on how the brain shops, we hope you find it interesting, but, most of all, useful.
Welcome to the series about how the brain shops where we will be exploring various parts of the brain, and how it shops with evidence-based examples across different industries. These examples are driven by extensive Data Science testing, resulting in new knowledge, growth, and positive outcomes for our clients.
The brain’s approach to making these decisions is both astonishingly complex and yet, in many ways, remarkably binary. Our choices, large or small, are driven by an unconscious system of categorisation, a personal database built from layers of memory, experiences, and biases that inform our sense of “fit” – whether something feels aligned or discordant. Every time we encounter something new, our minds make instant comparisons, even judgments, against this internal framework. It’s as though, at every level, our brain is asking: Does this match who I am? Does it align with my world, my expectations, my values?
Here’s how it tends to work in layers:
- Binary Filtering: Yes or No?
At the first level, most of our decisions begin with a basic yes-or-no filter. We take in new information and immediately, often subconsciously, decide whether it’s even worth further thought. This gut reaction can happen within milliseconds – studies show that we can form first impressions of people in a fraction of a second, and our response to products or brands is similarly fast. This primal “yes/no” or “like/dislike” reaction is rooted in survival: it’s the brain’s way of quickly separating what’s safe, valuable, or desirable from what’s not. - Strength of Preference: How Much Do I Like It?
If something passes the initial filter, it moves to the next level: gradation. Here, our mind starts ranking—how much does this align with my values, my self-image, or my goals? This process is complex and deeply influenced by context, past experiences, and social norms. For example, if you’re choosing between types of apples, you might not just ask, “Do I like it?” but, “Do I like it more than what I usually buy?” or even, “Does this feel like me?” Our unconscious biases come into play here, shaped by a lifetime of subtle, cumulative experiences. Some preferences are surprising and shift in different environments: a brand you love at home may feel out of place somewhere else, and your feelings toward clothing or food might vary based on your mood or surroundings. - Categorisation: Mental Labels and Meaning
This step involves sorting items or experiences into mental categories that hold more meaning than the simple qualities they seem to offer on the surface. For example, clothing might not just be “good” or “bad” but instead filtered as “professional,” “casual,” or “expressive.” Each of these categories aligns with different aspects of self-identity, and our attachment to each label is unique to us. We can make an item more valuable just by placing it into a higher category, and the brain will keep refining this mental hierarchy with each new experience. When shopping, your brain isn’t just picking an apple; it’s selecting from a spectrum of what apples symbolise to you: healthy, fresh, indulgent, or seasonal. It’s not so different from how we categorise people or places. - The Weight of Bias: Familiarity, Comfort, and Identity
Bias here isn’t always about prejudice against something different; it’s about favouritism for what feels known or safe. As cognitive shortcuts, biases are essential for speeding up decisions but also incredibly limiting when left unchecked. The brain’s tendency to reach for what feels like “us” means that we may unwittingly reject things outside our comfort zone. The beauty of this system is that it’s efficient; the drawback is that it limits curiosity and openness if we rely on it too rigidly. - Resonance: Does This Enhance My Sense of Self?
Finally, at the deepest level, our choices resonate with our self-concept. When something we encounter not only matches our tastes but also enhances or aligns with our identity, we feel a powerful attraction to it. This resonance is why certain brands, clothes, or even types of food can feel like a part of who we are. It’s why brand loyalty can feel almost personal, and why we react so emotionally when something we “love” changes unexpectedly.
Why This Matters
Understanding this process gives us insight into why we choose as we do—and, crucially, where we have the power to change. Realising how much of our decision-making operates on autopilot, we can introduce small pauses to question these preferences, explore new things, and recalibrate what feels true to us. It’s an invitation to gently reprogramme the system, embracing curiosity and challenging biases that, until now, have quietly limited us.
So much of this pattern can feel beyond our control, yet by understanding it, we gain a unique chance to refine it. Each choice, whether a brand, a belief, or a new type of apple, becomes an opportunity to tune our identity and our world more intentionally.
Imagine what would happen to your performance marketing if you know how to maximise choices in your favour and become a top ranked category for everything you want to sell! Find out, you can test the Fountain of Knowledge in a complimentary session.
If you want to know more about how the brain shops for your specific audiences, then you can have a discovery call.
Our discovery experience includes running some Data Science x Shopping Psychology algorithms in advance of the call for maximum relevance and insights about your marketplace and brand experience.