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Imagine this…

You’re scrolling online… not looking for anything in particular.

After a few minutes, an ad catches your eye.

It features beautiful sandy beaches and smiling people sipping margaritas.

You look up from your screen and gaze out the window.

It’s raining. Again. For the sixth day in a row.

Ugh. How depressing.

You’re long overdue for some fun in the sun.

Before you know it, you’re scrolling through a travel blog planning your next getaway.

What just happened?

In today’s edition of Why We Buy 🧠 we’ll explore Mood—why our mood heavily influences our purchase decisions.

Let’s get into it…
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🧠 The Psychology of Mood

If you’ve ever felt a bit blue and then suddenly found yourself clicking on a big ol’ “buy now” button, you’re not alone.

Our moods have huge impacts on buying behaviors.

Professor of neuroscience Antonio Damasio argues that emotion is a necessary ingredient in almost all decisions.

Retail therapy isn’t just a clever turn of phrase–it’s rooted in science.

Sadness often stems from feeling out of control, and shopping is a way for people to reclaim their sense of power.

One study suggests that even browsing potential purchases (and not buying) alleviates feelings of sadness. I know, wild.

So what does this mean for marketers?

If you’re struggling to move people to buy, analyze your ads to ensure you’re optimizing for the right mood.

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🤑 How To Apply This

Alright, so how can you apply this right now to sell more?
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Tech​
Make your imagery mirror the intended mood

There are thousands of ways for you to signal what your brand is about above and beyond just saying it.

Remember that old adage, “show don’t tell”?

Well, Calm does exactly that in this ad:

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Notice the calm waters, the blue skies, the chilled-out vibes?

That’s Calm setting a mood with imagery. Clever, right?

Retail​
Make the ordinary feel extraordinary

IKEA is known for its innovative marketing.

When it comes to ads, they just get it. It’s like they step beyond the obvious and get right to the heart of the matter.

Just take a look at this ad.

This relatable image sets the mood so many parents crave: a moment of peace.

In case it wasn’t immediately clear, this is an ad for an IKEA crib.

(See that crib in the background).

Describing their crib as “proudly second best” cleverly communicates that IKEA products integrate into your real life. But the crib isn’t the hero of the story—you are.

So good, right?
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Video ads​
Work backward from the emotion you want people to feel

Nike exists to empower athletes. That’s clear in every ad they make.

And to communicate that message they balance aspirational imagery with relatable moments for everyday (wannabe) athletes.

Yes, Nike ads often feature famous athletes. These ads are aspirational.

But then they strike gold with relatable ads like this:

This ad reminds us that we’re all capable of greatness. Nike helps unlock it.

All. The. Feels. Amiright?

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💥 The Short of It

Smart marketing is like the soundtrack to our everyday lives—it sets the mood.

Sometimes buyers need to feel amped up so they can push themselves outside their comfort zones.

Other times they’re craving a little peace and solitude.

When planning your next marketing campaign, think about the mood you want to create. Work backward from there.

Until next time, happy selling!