The common theory is that people are driven by one side of their brain: the left side, which is considered logical and analytical, or the right side, said to be intuitive and subjective. No matter which dominates a buyer’s behaviours, both matter when it comes to purchasing decisions.
Customers make choices about what to buy based on motivation and need. The more basic the need, for example, the greater the motivation your customers will have to fulfill it. Your marketing needs to tap into these basic psychological principles in order to cut through the noise, resist distortion, and increase retention. One of the best methods of effective marketing (and business) is to make it all about the buyer.