The Day the First Aid Aisle Finally Grew Up: The Consumer Psychology Behind All Better Co.
January 12, 2026
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01
They market features, not feelings
Consumers don't buy products. They buy identity, belonging, and certainty.
02
They optimize tactics, not behavior
A better ad won't fix a broken understanding of how your shopper actually decides.
03
They collect data, not insight
Knowing what your shopper does is not the same as knowing why.
HOW I THINK
When I decode why a brand is winning, or losing, these are the four questions I ask first.
These four questions are the diagnostic lens.
The frameworks are what I use to answer them and what your brand walks away with.
I study why people buy.
Not what they buy, or how often but the motivations, emotions, and invisible forces that drive every purchase decision. I’m a consumer behaviorist, marketing professor, and founder whose doctoral research focused on social commerce, purchasing behavior, and cart abandonment. The moments brands lose customers they never knew they had.
My work starts with a simple but uncomfortable truth: most founders and brand teams have a vivid picture of who their customer is. That picture is usually wrong. I help them close the gap between who they think is buying and who actually is, and build strategy around reality, not assumption.
I consult with consumer brands in CPG, beauty, wellness, and retail. I teach marketing and consumer behavior at the university level. I speak at events, appear as an expert source in national media, and I am currently writing my first book on the gap between who brands think is buying and who actually is.
The brands getting it right aren’t lucky. Here’s the behavioral science behind why they win.
