From Thought to Action: How Brands Ignite Your Inner Drive to Buy

Choosing a brand is more than just liking it — it’s about having the resolve to act. At the heart of this process is conation, the brain’s innate tendency to pursue goals and seek happiness through action.

Imagine two shoppers side by side: one drawn to a luxury sweater for status and warmth, the other to an eco-friendly sweatshirt reflecting their values. Both are motivated by different conative drives, yet both feel happiness linked to their choices.

Neurochemical rewards, especially dopamine, play a key role in this motivation, creating feelings of pleasure and reinforcing behaviors. Brands that connect with these emotional and aspirational currents strengthen consumer resolve, making purchase decisions feel rewarding and purposeful.

Understanding individual differences in goals — whether freedom, identity affirmation, or social contribution — allows brands to tailor messages that resonate deeply, boosting motivation and loyalty.

Some brands even support consumers’ self-control by offering tools that help regulate impulsive spending, aligning marketing with consumers’ well-being and long-term happiness.

Ultimately, brand resolve is the spark that transforms preference into purchase, completing the journey from awareness through understanding to committed action.

Sources: Sandeep Dayal’s "Branding Between the Ears" 1 , 3