Consumer Mysteries That Marketers Can’t Explain

The Strange Behaviours That Defy Logic

Marketing is built on psychology, data, and strategy. We track consumer behaviour, analyse patterns, and optimise everything from pricing to placement. Yet, despite all the research, A/B testing, and endless reports, some consumer behaviours remain baffling.

These are the mysteries that keep marketers up at night, the paradoxes, the anomalies, the trends that defy all logic. Let’s explore some of the most perplexing consumer behaviours that even the best marketers struggle to explain.

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1. The ‘Best-Seller’ Paradox

We all love a best-seller. Consumers naturally gravitate towards products that others have deemed popular. But here’s the mystery: what happens when something is labelled a best-seller before it has actually sold well?

Time and again, research shows that simply calling something a ‘best-seller’ increases its sales – even when there’s no proof behind it.

It’s the ultimate marketing chicken-and-egg scenario. Does popularity drive sales, or do sales drive popularity? If a company can manufacture the perception of success, they might just create a self-fulfilling prophecy.

But why does it work so reliably?

Although there is no solid answer – the theory is that best-sellers are perceived as safer. This is because from a buyers perspective, something that has been purchased time-and-time again must be a great product. Right?

2. Why Consumers Complain About Ads But Engage With Them Anyway

People complain about advertising all the time.

They say they hate being bombarded with online ads, pre-roll YouTube spots, and never-ending promotional emails. Yet, when executed well, these same consumers not only engage with ads but actively share them.

Take Super Bowl commercials, for instance.

Every year, millions tune in just to watch the adverts. Likewise, some brands – like John Lewis with their Christmas ads – have turned commercials into cultural events.

If we hate advertising so much, why do we sometimes love it?

3. The Mystery of the ‘Scarcity Effect’

“Only 3 left in stock!” “Limited time offer!” “Exclusive deal – ends soon!”

Scarcity marketing works.

We know that.

But the weird part?

Consumers often know they’re being manipulated, yet they still fall for it.

Even the most sceptical, marketing-savvy consumers struggle to resist the scarcity effect. Rationally, we should ignore these tactics, but time and time again, people rush to buy before stock ‘runs out’.

Why do we knowingly make irrational purchasing decisions?

There are some answers to this question my Introduction to Sigmund Freud article. Particularly in his concept of the conscious and unconscious, including the Id, Ego, and Superego.

4. The Strange Case of Brand Loyalty (Even When It Makes No Sense)

Ever had a friend who refuses to buy anything but Apple?

Or someone who insists their childhood brand of ketchup is the only option? Consumers form incredibly strong emotional bonds with brands – even when better, cheaper, or more convenient alternatives exist.

This goes beyond product quality. People will argue passionately in favour of brands they feel connected to, sometimes even in the face of objective evidence.

Marketers can build brand loyalty, but even we can’t fully explain why people stay so fiercely devoted in irrational ways.

5. Why Do Consumers Ignore The ‘Healthier’ Option?

Marketers in food and beverage industries constantly push ‘healthier’ alternatives – low-calorie, organic, sugar-free. Yet, many of these products flop.

Even when people say they want healthier choices, they often default to the indulgent ones. And this “mystery” also spreads to environmentally friendly products, which despite “apparent” demand – people don’t always choose above less environmentally friendly options.

A prime example is Diet Coke vs. regular Coke. Many consumers claim they prefer the taste of Diet Coke, yet regular Coke consistently outsells it worldwide. There’s a disconnect between what consumers say they want and what they actually buy.

One answer to this may be in the concept of conspicuous consumption – I topic I loosely covered in my article on the psychology of owning a dog. In short, sometimes only people do things – or make the “right choice” when people can see that you have done so.

6. The Price Illusion: When Expensive = Better

Imagine you’re given two bottles of wine – one costs £10, the other £50.

Which one tastes better?

Most people would say the more expensive bottle.

But what if they were the same wine, just priced differently?

Studies repeatedly show that consumers associate higher prices with higher quality – even when the products are identical. This effect persists across fashion, cosmetics, and even healthcare. Does price actually influence perception, or are we just wired to trust cost as a marker of quality?

The answer is probably Yes!

7. The Fear of Missing Out (FOMO) Paradox

FOMO is one of the most powerful psychological forces in consumer behaviour. But here’s the paradox: while FOMO drives sales, it can also cause decision paralysis.

Take Black Friday. Limited-time deals, flash sales, and ‘act now’ messages should create a buying frenzy. And they do – until consumers become so overwhelmed with options that they buy nothing at all.

The fear of making the wrong decision often stops people from making any decision at all.

8. The Unexpected Rise of ‘Ugly’ Products

Marketers spend fortunes making products aesthetically pleasing, assuming consumers will prefer sleek, well-designed items. Yet, some of the most successful products in recent years have been, well… ugly.

Take Crocs, for example. Initially ridiculed for their clunky, plastic design, they became a global sensation. Similarly, fashion brands like Balenciaga have turned ‘ugly’ into a status symbol, selling intentionally ‘bad’ designs for premium prices. Why do consumers suddenly embrace the unconventional?

Conclusion: The Consumer Mind Remains a Mystery

Marketers like to think they understand consumer behaviour, but these mysteries prove otherwise. No matter how much data we collect or how many psychological principles we apply, some behaviours remain frustratingly unpredictable.

And maybe that’s the beauty of marketing – it’s as much an art as it is a science. While we may never fully unravel every mystery, the challenge of understanding consumers keeps the industry exciting.

So, next time you see an inexplicable trend emerge, just remember: sometimes, even marketers can’t explain why people buy what they buy.