Formulating Your Campaign: Reaction

Step 5 of the We Do Your Marketing Way

Marketing is not just about delivering information — it is about triggering a reaction.

People take action when:

Every decision is the result of a combination of:

This step explains how to engineer the reaction you want your audience to have.

Why Reaction Is the Most Powerful Part of Marketing

Reaction turns:

Where earlier steps define strategy, Step 5 defines impact.

This is where psychology becomes performance.

Humans rarely make decisions based on logic alone. Even in business environments, reactions are influenced by:

“Reaction” is where your marketing becomes human.

The Four Components of Reaction

Four psychological and biological systems shape your audience’s reaction:

Each of these has its own dedicated page that explores the science and its marketing application.

1. Thinking Models

2. Senses

3. Chemical

(Neurotransmitters & Hormones)

4. Emotions

5.1) Thinking Models

How People Process Information and Make Decisions

Different people think in different ways. Some respond to logic. Some to emotion. Some to visuals. Some to risk. Some to reassurance.

Thinking Models explore:

Logical vs emotional processing
Conscious vs subconscious decision-making
Fast vs slow thinking
Mental biases
How people internally justify decisions

Understanding thinking models ensures your message aligns with how the audience actually thinks — not how you assume they think.

5.2) Senses

How Sight, Sound, Touch, Smell & Taste Influence Psychology

All marketing engages at least one of the five senses — and each sense triggers a unique psychological response.

This section breaks down:

Visual cues (colour, shape, spacing, contrast)
Audio cues (tone, tempo, emotional motion)
Touch cues (texture, weight, physicality)
Smell cues (memory and emotional anchoring)
Taste cues (pleasure and reward connection)

Senses influence:

Emotional tone
Brand perception
Memorability
Desire
Trust

5.3) Chemical

The Neurochemistry of Belief, Trust & Action

Every reaction is chemical.

Marketing influences the release of neurotransmitters and hormones such as:

Dopamine
Serotonin
Oxytocin
Adrenaline
Endorphins
Cortisol
GABA
Thyroid hormones
Insulin
And more...

Each chemical affects:

This section explains how marketing ethically triggers chemistry that supports decision-making.

5.4) Emotions

The Emotional Spectrum That Drives Decisions

Every action is emotional — even when people believe it is logical.

This section covers:

Core emotions (Happiness, Sadness, Anger, Fear, Disgust)
Expanded emotional states (Pride, Shame, Jealousy, Hope, Anxiety, Trust, Calm, Excitement)
How emotions influence decisions
How to ethically design emotional triggers
Emotional storytelling and user experience

Understanding emotions allows you to engineer predictable human reactions.

See How the Entire Formula Works Together →

You’ve now completed all 5 steps of the Psychological Marketing Formula.

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Aim

Archetype

Where

When

Reaction