Chemicals

The Neurochemical Drivers Behind Human Emotion, Trust & Action

Every reaction a person has to marketing — excitement, hesitation, trust, fear, motivation, calmness — is controlled by chemicals inside the brain and body.

These chemicals:

Marketing does not create these chemicals — it activates them.

This page outlines the core neurotransmitters and hormones that influence buying behaviour and explains how marketing can ethically support positive states.

Why Chemistry Matters in Marketing

People convert when they feel:

People avoid converting when they feel:

Confused
Threatened
Overwhelmed
Stressed
Distrustful

These states are chemical reactions.

The Major Chemicals That Influence Decision-Making

The psychological formula groups chemicals into functional categories to help marketers understand what they trigger.

Group 1 Motivating & Reward Chemicals

Drive desire, action, satisfaction, pleasure and reinforcement

Dopamine

Anticipation, Motivation & Reward

Dopamine is released when people:

anticipate something good, make progress, feel excited, or receive something valuable. Marketers tap into this by using progress bars, before/after visuals, gamification, clear wins, and positive predictions.

Dopamine fuels the “I want this” feeling

Serotonin

Wellbeing, Confidence & Value

Serotonin influences:

trust, mood, confidence, importance, and satisfaction. Marketing boosts it through reviews, reassurance, status cues, and community—creating calm, confidence, and positive perception

Serotonin creates calm, confidence and positive perception

Endorphins

Comfort, Happiness & Pain Relief

Dopamine is released when people:

In marketing, endorphins help remove emotional barriers

Group 2: Focus & Action Chemicals

Drive energy, alertness, urgency and fast decision-making

Adrenaline — Urgency & Heightened Focus

Adrenaline increases:

Alertness
Energy
Fast reactions
Short-term decision-making

Marketing triggers adrenaline with:

Limited-time offers
Scarcity
Countdown timers
High-energy visuals

Used ethically, adrenaline accelerates action.
Overused poorly, it creates resistance.

Norepinephrine — Attention, Concentration & Cognitive Focus

Norepinephrine drives:

Clear thinking
Increased awareness
Strong focus

Marketing uses it by:

Clean design
Clear hierarchy
Direct messaging
Removing distractions

This chemical helps users process information accurately and confidently.

Group 3: Bonding & Trust Chemicals

Drive connection, loyalty, emotional warmth & human alignment

Oxytocin — Trust, Connection & Empathy

Oxytocin is triggered by human faces, kindness, stories, social proof, and community-centered care. Marketing taps into it with warm visuals, empathetic messages, and signals of genuine connection.

Oxytocin makes a user feel:

Safe
Connected
Open to influence

This is essential for retention, referrals and loyalty.

Group 4: Stress, Risk & Safety Chemicals

Drive hesitation, caution, fear, analysis and avoidance

Cortisol — Stress, Uncertainty & Fear

Cortisol spikes when users feel confused, rushed, overwhelmed, uncertain, or distrustful. Reducing these emotions lowers stress and keeps the experience smooth and safe.

Bad marketing triggers cortisol.
Good marketing reduces it through:

Clarity
Simplicity
Transparency
Calm design
Straightforward copy

Reducing cortisol is one of the most powerful CRO principles.

Insulin — Energy, Stability & Regularity

Insulin impacts:

Cognitive clarity
Emotional stability
Decision energy

Low blood sugar → irritability → reduced decision-making.
High sugar → crashes → distraction.

Marketing cannot control insulin, but it must respect energy cycles.

Thyroid Hormones — Metabolism, Energy & Pace

Focus
Motivation
Stress tolerance
Speed of thinking

Low thyroid function = slower decisions.
High thyroid function = quicker decisions.

This helps explain behavioural variations between users.

GABA — Calmness, Relaxation & Risk Reduction

GABA is the calming chemical.

Marketing can support GABA when it:

Removes clutter
Uses soft visuals
Provides reassurance
Eliminates risk
Creates a sense of ease

GABA-rich states increase reading time, trust, and conversion.

How Chemistry Interacts With the Other Reaction Components

Senses trigger chemical changes instantly
Thinking Models determine how chemicals influence decisions
Emotions are produced by these chemicals

The Reaction system is therefore biological + psychological, not purely conceptual.