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The Psychology of Purchase
Why logic doesn't sell — but momentum does. Shoppers don't compare CPMs or analyze USPs; they shop when tired, hungry, distracted, or in a rush.
Marketing loves a rational buyer. But in real life, that person barely exists.
Shoppers don't compare CPMs or analyze product USPs. They shop when they're tired, hungry, distracted, or in a rush.
So the best campaigns? They don't rely on persuasion — they rely on momentum. Reach people at the moment of decision, lower the friction, and let behavior do the rest.
