How to Use Emotional Appeal & Consumer Psychology to Create Better Ads

Why do some ads stick in your mind while others disappear from memory? It’s not just flashy production or clever wording—it’s emotion! The best ads tap into deep psychological triggers, like biases and heuristics, to influence consumers.

But these triggers aren’t random. They come from the 16 basic human desires identified by psychologist Steven Reiss. Thus, brands that align their messaging with these desires grab attention, build loyalty, and drive sales. True Classic and Dove, for example, have scaled their ad campaigns massively by leveraging these desires to create deeper customer connections.

This guide breaks down all 16 desires and how to use them to create awe-inspiring and influential ads.

The 16 Human Desires that Drive Consumer Purchasing Behavior

1. Acceptance (Fitting In & Social Status)

People want to belong. Those who value acceptance seek approval, enjoy social interactions, and like feeling part of a group.

• Use social proof: “Join thousands of happy customers who swear by our product!”
• Feature user-generated content and customer testimonials to build trust and relatability.

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2. Physical Activity

Some people thrive on movement, whether it’s hitting the gym, running marathons, or just staying active.

• Show how your product helps boost energy, endurance, or strength.
• Use visuals that highlight real people using your product in action.

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3. Power & Control

The drive for success, influence, and control pushes people to seek products that make them feel confident and in charge.

• Frame your product as a way to achieve goals and take control of life.
• Highlight features that make users feel independent and empowered.

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4. Romance & Attraction

Love, confidence, and attraction are huge motivators behind many purchases.

• Show how your product makes people feel more attractive, desirable, or self-assured.
• Use aspirational messaging like “Feel amazing. Look unstoppable.”

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5. Fear & Tranquility

Fear can be a strong motivator, but what people really want is peace of mind. This is especially true for products related to security, health, or stability.

• Pinpoint a key pain point—whether it’s financial stress, safety concerns, or uncertainty.
• Position your product as the solution: “Stay protected. Stay worry-free.”

Of course, these aren’t the only desires that drive behavior. Depending on your audience and product, other motivations can be just as powerful:

Remaining Human Desires That Influence Consumer Behavior

Now that we've gone through the heavy hitters, let's take a look at the remaining 11 human desires:

• Curiosity (Knowledge) – The need to explore and learn new things.
• Eating (Food) – The enjoyment of food and the experience of new flavors.
• Family – The desire to care for and provide for loved ones.
• Honor – Valuing integrity, tradition, and ethical behavior.
• Idealism (Justice, A Better World) – Seeking change and improvement in the world.
• Independence – The need for self-sufficiency and uniqueness.
• Order – A preference for stability, organization, and control over surroundings.
• Saving (Collection, Money-Saving) – The drive to accumulate wealth, deals, or valuable items.
• Social Contact – The need to connect with others and feel part of a community.
• Social Status & Prestige – The desire to be admired and respected.
• Vengeance (Competition, Proving Oneself) – Overcoming challenges, proving doubters wrong, or competing.

How Brands Layer Multiple Desires for Maximum Impact (Real-World Examples)

Human psychology isn’t one-dimensional. Our thoughts, emotions, and desires often overlap. The best ads combine several desires at once to create more compelling ad messaging.

Here’s how real brands use multi-layered messaging in action:

True Classic

You’ve probably seen their ads on social media, showcasing the “perfect fit” undershirts. But True Classic’s marketing goes beyond just promoting comfort—they tap into:

• Social Status & Prestige – Looking sharp and well-dressed boosts confidence.
• Romance & Attraction – A great-fitting shirt doesn’t go unnoticed by your partner.
• Saving – “Save up to 50%” speaks to deal-seekers.

True Classic’s ads make it clear: a well-fitted shirt isn’t just about style. It’s also about confidence, making a great impression, and looking great for your partner or anyone else!

Gymshark

Gymshark isn’t just a fitness brand—it’s a movement. Their marketing goes beyond selling gym wear by creating an aspirational fitness culture through athlete partnerships. 

They tap into:

• Social Status & Prestige – Wearing Gymshark aligns you with top-tier athletes.
• Romance & Attraction – A strong, fit body is often associated with desirability.
• Power & Control – Gymshark promotes self-improvement and discipline.
• Social Connection – Gymshark wearers are part of a global fitness community.
• Physical Activity – The brand encourages an active lifestyle.

By partnering with fitness influencers like David Laid and Chris Bumstead, Gymshark positions itself as a brand that represents strength and ambition. Wearing Gymshark isn’t just about gym clothes; it’s about becoming part of something bigger.

Evernote & IKI.AI (Evernote’s Competitor)

At first glance, Evernote is just another productivity tool. But their marketing goes beyond simple note-taking, tapping into:

• Order & Organisation – Helping users declutter their thoughts.
• Power & Control – Enabling people to take charge of their schedules.
• Tranquility & Security – Reducing overwhelm and creating mental clarity.

Their “New Year, New Me” ad plays on the cultural pressure to start fresh, positioning Evernote as the tool to do so.

Meanwhile, IKI.AI, a competing app, uses vengeance-based ads to call out Evernote’s pricing and challenge its dominance.

Lysol – “Protect Like A Mother”

Lysol is known for cleaning products, but their “Protect Like A Mother” campaign took a different approach. Instead of just focusing on germs, it humanised protection by comparing a mother’s instinct to that of fierce animals like lions, bears, and elephants. 

This campaign leveraged:

• Fear & Tranquility – Positioning Lysol as the solution to keeping families safe.
• Family – Tapping into the deep emotional bond of motherhood.
• Power & Control – Empowering parents to create a safe home.
• Idealism – Framing Lysol as part of a bigger mission: protecting loved ones.

Lysol essentially transformed its product from a germ-fighter to a symbol of love, care, and protection. The message was clear: mothers are just cleaning to defend their families.

How to Use Consumer Psychology to Create High-Performing Ads

You understand how human psychology influences consumer behavior. Now it’s time to apply that knowledge to create high-performing ads. If you’re not sure where to start, follow these steps:

Step 1: Identify Your Brand’s Core Desires

Before you start writing ad copy, you need to figure out what deep human needs your brand taps into. This comes down to your mission, values, and what problem your product solves.

Ask yourself:

• What core desires does my product fulfill? (Power, independence, etc.)
• What emotions naturally align with my brand? (Confidence, safety, aspiration, trust, etc.)
• Who is my ideal customer, and what psychological triggers drive their decisions?

For example, a luxury car brand might focus on:

• Personal Empowerment – The thrill of driving a high-performance car
• Social Status & Prestige – Feeling recognized and admired
• Saving – Getting luxury at a competitive price

That could turn into ad copy like:

"Experience the thrill of the open road, turn heads wherever you go, and indulge in luxury—without the premium price tag."

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Step 2: Analyse Your Competitors

Two brands can sell almost identical products yet use completely different emotional triggers to market them. That’s why when planning your ads, it’s smart to study your competitors and ask:

• What human desires and emotions do they tap into?
• Which triggers seem to work best for them?
• What makes my brand different, and how can I stand out?

Take True Classic and Cuts Clothing— two brands that sell premium, comfortable men’s t-shirts. However, their marketing strategies feel totally different.

True Classic plays on romance, social status, and value (saving money.). Their ads are charming, a little romantic, and funny, making the brand feel approachable and relatable.

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Cuts, on the other hand, feel more sophisticated, and polished, keeping minimum to a minimum. Instead,  they lean into social proof and prestige, positioning Cuts as the choice of high-achievers (e.g., “Worn by employees at Google and Slack”).

Use your competitors for inspiration, but don’t just copy their approach. Find your unique angle and craft ads that set you apart.

Step 3: Create Ad Copy and Visuals That  Evoke Desired Emotions

Based on the analysis from the previous step, it's time to create ad copy and visuals that evoke desired emotions. Remember to:

• Highlight the human desires that your product/service can fulfill.
• Use the language, tone, and visual elements that reflect those desires.

Remember to also consider your specific ad platform. The copy and visuals may need to be adjusted based on the platform's audience demographics and preferences.

Step 4: Test Different Ad Scripts, Visuals and Formats

With your ad copy and visuals locked in, it’s time to see what actually works.

A/B testing is your best friend here. Try experimenting with different scripts, visuals, and formats to see  which combination resonates the most with your target audience.

If you find your emotional appeal falling short, don't sweat it. Sometimes, what you think will work doesn’t, and that’s okay. Stay flexible. Try a new angle, tweak the messaging, or even switch up the human desires you’re tapping into.

Once you nail what works, make sure to track your data and use it to optimise future campaigns.

Stay Ahead with MagicBrief’s Ad Library & Brand Tracking

Great ads aren’t guesswork, but built on psychology and smart strategy. MagicBrief’s Ad Library lets you see exactly how top brands use human desires like status, security, and belonging to hook their audience. Get a front-row seat to the most successful marketing campaigns and take your ads from good to great.

To deepen your competitor analysis, use MagicBrief’s Brand Tracking Tool. This lets you see a brand’s entire ad history—not just what they’re running now, but what’s worked for them historically.

Spot the hooks, headlines, ad copy, and formats they return to. If they’re running the same type of ad repeatedly, it most likely delivers results. Use these insights to cut the guesswork, stay ahead of trends, and create ads that truly connect.

Book a Demo Today and start making smarter, more effective ads.

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