Why some products feel impossible to resist
Why do some products feel instantly more desirable than others – even when they’re similar?
Consumers like to believe they make rational choices, but behavioural science tells a different story. Our decisions are shaped not only by what a product is, but how it is presented, framed, and signalled.
That insight sits at the heart of the EAST Framework - Easy, Attractive, Social and Timely – developed by the Behavioural Insights Team to apply behavioural science to real-world decisions. When something feels attractive, it stands out and motivates action.
At Leopard Co, these insights power BxROAR, our propriety strategic framework, built around Behaviour, Research, Opportunity, Activation and Results. By putting behaviour at the centre from the outset, we focus on diagnosing the target behaviour and integrating behavioural science across every stage of our marketing strategy.In this blog, we explore three well-established behavioural insights that can be applied to increase the attractiveness of products and propel marketing to the next level.
Loss Aversion
Loss aversion is one of the best-known principles in behavioural science, capturing the idea that people tend to feel the pain of losing something more strongly than the pleasure of equivalent gains.
In marketing, this means customers are often more motivated by what they might miss out on rather than what they might gain.
That is why messages such as “Low in stock,” “Selling fast,” or “Prices may increase soon” can be so effective. These messages make the potential loss feel immediate, encouraging customers to act before the opportunity disappears.
Similarly, when Burning Barn Rum wanted to stand out in saturated alcohol market, Leopard Co promoted its limited-edition Christmas Coffee flavour. By tapping into FOMO, a response driven by loss aversion, the campaign encouraged customers to act quickly while also increasing audience reach.
Highlighting what customers could lose (e.g., time, access, value, or opportunity) can make action feel more urgent and the offer more attractive.
The Messenger Effect
The messenger effect shows that who says something can be just as important as what is being said. People are more likely to trust, believe and act on information when it comes from a credible or influential source.
That’s why toothpaste brands feature dentists, and why health and nutrition brands such as Lucozade and Quaker Oats use athletes to reinforce messages around energy and performance.
When Eden Hall Day Spa launched its new £4m facilities, Leopard Co used the messenger effect to build credibility and awareness. By enlisting Dr Glenn Williams of Nottingham Trent University to share expert insights on the benefits of sitting around water and fire, we helped give the campaign authority and drive strong bookings throughout the launch period.
In the digital world where influence travels fast, the right messenger can make a product feel desirable, more credible, and more attractive to the people it is trying to reach.
Expectation assimilation
Expectations can powerfully shape how customers actually experience a product. In behavioural science, this is known as expectation assimilation.
This means that cues such as branding, language and design can all shape the customer’s experience before the product has been tried. Research has shown that food and drink products labelled as premium, indulgent, or from desirable locations can receive higher taste ratings, even when the product itself is unchanged.
Häagen-Dazs is a good example of this. Although the company was founded in New York, its European-sounding name helped create associations of authenticity, craftmanship, and luxury. This perception allowed the brand to stand out and position itself as a premium product in a crowded ice cream market.
Apple uses the same principle through presentation. Its minimalist packaging premium design, and slow, satisfying unboxing experience helps make the product feel distinctive, luxurious, and worth waiting for.
Likewise, when Bark Life entered the pet healthcare market, it needed to feel both credible and approachable. Leopard Co used expectation assimilation to create an identity that signalled credibility, care and approachability from the outset, balancing pharmaceutical trust with the warmth of everyday pet wellness.
Product quality matters, but expectations also shape how a product is judged. By signalling quality, desirability or value from the outset, brands can make products feel more attractive before customers even try them.
Behavioural science helps us understand how people really make decisions, and why one option can feel far more attractive than another. For marketers, attractiveness is not just about looking good, it’s about making a product, service or message stand out and feel worth acting on.
At Leopard Co, our BxROAR approach allows us to use these insights to help brands shape campaigns that connect with how people think, feel and behave.
To find out more about how behavioural science could support your marketing get in touch.