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Niruja Suresh
Business Management ✦
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PUBLISHED WRITINGS & REFLECTIONS ARCHIVE

Articles, Essays & Consumer Psychology Insights

“Am I buying this because I truly want it, or because something has made me feel that I need it? Sometimes, that small question can teach us more about ourselves — and about business — than we might expect.”
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Medium
BYNiruja Suresh
7 min read
October 2024

Understanding the hidden psychological forces that influence our purchasing decisions.

The Psychology Behind Why We Buy Things We Don't Need

Have you ever bought something simply because it was on sale, recommended by an influencer, or added an extra item just to qualify for free delivery? We often believe our purchases are based on logic, but consumer behaviour is heavily influenced by emotions, habits, and cognitive biases. As a Business Management student, I explore the hidden forces behind why we buy things we don't need—and what businesses and consumers can learn from it.

#Psychology#Consumer Behavior#Marketing#Business#Personal Finance
Read the Full Article on MediumFull Essay on Medium · 7 min read ↗

Core Psychological & Strategic Insights

1 of 5
INSIGHT 01
Emotions Often Influence Our Spending

People don't always buy products for their practical utility; they buy the feelings associated with them. Emotional spending provides temporary satisfaction during stress or boredom, but the feeling rarely lasts.

Behavioral & Marketing Observation

Emotional Branding — Marketers connect products with feelings of happiness, confidence, and belonging instead of merely listing functional features.

“Are you purchasing for practical benefit, or for the temporary emotional boost?”
Student Research & Behavioral Analysis

Framework for Intentional Decision-Making & Consumer Reflection

“Ask before any purchase: 1) Do I genuinely need this right now? 2) Would I buy it if not on sale? 3) Do I want it, or do others have it? 4) Does it fit my priorities? 5) Will I value it next month?”

Self-Reflection FrameworkTakeaway

“Understanding consumer psychology helps managers create products people genuinely value—bringing an ethical responsibility to market honestly without exploiting vulnerabilities.”

Managerial ResponsibilityTakeaway

“A product is not simply an item on a shelf or a photo on a screen; it represents a feeling, an aspiration, a social connection, or a perceived opportunity.”

Core Behavioral TakeawayTakeaway
Full Catalogue

All Published Essays & Reflections

Medium·7 min read·October 2024

The Psychology Behind Why We Buy Things We Don't Need

Have you ever bought something simply because it was on sale, recommended by an influencer, or added an extra item just to qualify for free delivery? We often believe our purchases are based on logic, but consumer behaviour is heavily influenced by emotions, habits, and cognitive biases. As a Business Management student, I explore the hidden forces behind why we buy things we don't need—and what businesses and consumers can learn from it.

Read on Medium
Medium·4 min read·Aug 21, 2024

5 Things I've Learned About Business as a Student

When I first started studying business, I thought business was mainly about making money, selling products, and managing a company. But as I learned more about marketing, management, accounting, economics, and business analysis, I started to realize that business is much more than that. Every company makes decisions based on customers, competition, data, people, and changes in the market. Even everyday situations can teach us something about how businesses work.

Read on Medium