How Mirrored Behavior Builds Memories

People can't buy what they don't remember. The Unforgettable Brand helps you build a brand by shaping memories that drive decision-making.

The Neuroscience Behind Mirrored Behavior

In order to survive, humans evolved an extraordinary ability to learn from others. This capacity is largely driven by mirror neurons, a specialized set of brain cells that fire not only when we perform an action, but also when we observe others doing the same.

Picture this: A group of early humans, tens of thousands of years ago, gathered around a lush tree brimming with bright, tempting fruit. One precocious fellow plucks the shiniest berry from a branch within reach (hey look, low-hanging fruit) and bites into it as everyone else looks on. He chews a few times and tragically keels over in dramatic fashion.

Talk about a product demo gone wrong.

That's all the rest of the group needs to see to never eat that sort of berry ever again.

Those are mirror neurons at work. By observing someone eating a berry and dying, mirror neurons help as infer that we'll also die if we eat that berry. It sounds simple and obvious, but it's a key survival advantage that not every animal has the capacity for. For the lucky ones, things are a little easier. Finding food, avoiding predators, or understanding social dynamics all just require simple observation instead of trial and fatal error.

In humans, this mechanism has evolved to become foundational to our capacity for empathy, social bonding, and cultural learning. All the good stuff about being human. Mirror neurons help explain why neurotypical humans so adept at copying behaviors and understanding emotional cues, an ability that strengthens group cohesion and accelerates the spread of knowledge.

Brands Are Berries

Just as early humans watched and learned from their peers to navigate their environment, modern consumers look to others — whether friends, influencers, or strangers online — to determine the value and desirability of brands. Marketers often call this social proof, it's a well-known cognitive bias that's deeply embedded in human psychology, and mirror neurons are at the heart of its power.

Understanding this anthropological and biological mechanism sheds light on why seeing others interact with or endorse a brand can profoundly impact potential customers, driving brand affinity and advocacy.

The Science of Imitation and Emotion

Mirror neurons are essential to how we process and replicate the actions and emotions of others. When we see someone enjoying a product or emotionally responding to a brand, our brain mirrors that experience as if we were in their place. This effect extends beyond physical actions — it encompasses emotional cues, which is why we often feel joy, excitement, or even envy when we witness others having a positive interaction with a brand.

For example, when we watch someone express delight as they open a beautifully packaged product or savor a delicious new food item, our mirror neurons simulate that same sense of enjoyment in our own minds. This process triggers a temporary emotional response that strengthens memory encoding, making us more likely to recall those positive brand associations when making future purchasing decisions.

Emotional Cues and Brand Advocacy

Glossier, the beauty company that rose to fame largely through its emphasis on real customer stories and authentic user experiences, didn’t rely on flashy ads or celebrity endorsements in its early days. Instead, it focused on creating a community-driven brand, where everyday users became the stars of the show.

The brand's strategy revolves around making customers feel like part of an inclusive, beauty-positive movement. When Glossier fans post selfies wearing their favorite “Boy Brow” or “Cloud Paint” on Instagram, their excitement and satisfaction radiate through the screen. Glossier amplifies these posts, sharing them across social media channels, triggering mirror neuron responses in potential customers who see these images. Those viewing the content can easily relate to the users’ happiness and confidence, imagining themselves having that same glowing experience.

This emotional connection is further strengthened by the brand’s focus on reality. The people featured in Glossier’s marketing aren’t professional models; they’re real customers. Potential buyers watching these interactions are not just seeing a product in use — they’re seeing others feel great about their appearance. This taps into their mirror neurons, creating a mirrored sense of self-confidence and encouraging them to try the product, with the expectation of feeling that same empowerment.

By tapping into emotional cues and fostering a sense of community through UGC, Glossier built strong brand advocacy without relying on traditional advertising. Customers don't just buy the products; they advocate for them, helping new audiences mirror those positive feelings and driving deeper connections to the brand.

Mirror Neurons and Memories

I've already mentioned how mirror neurons can help for memories, but it's a particularly important aspect for marketers, because building mental availability is half the game.

If you've read this newsletter before, you know the science behind emotions building stronger memories than facts and figures and other forms of rational thinking. So in order to build proper memories, brands should be building emotions into the actions, behaviors, and experiences they are highlighting in their marketing.

YOU CAN BLAME MIRROR NEURONS FOR THE "BITE AND SMILE" ERA OF FOOD ADS.

Save the hyperbole and campiness for decades past. But it works! Without ever having a first-hand experience with your brand, product, or service, mirror neurons can effectively give people the positive memory (brand affinity) of someone who adores your brand.

Brands that utilize this understanding can create lasting impressions on consumers. When a person repeatedly sees others endorsing or enjoying a product—whether through advertisements, social media, or word-of-mouth—their brain consistently mirrors these experiences, strengthening the neural connections tied to that brand. Over time, these repeated experiences form a lasting brand impression that influences purchasing behavior long after the initial exposure.

In others words, building these secondhand experiences and encoding strong memories while a person is out-of-market, you've primed them to be top-of-mind as they enter the market and begin shopping.

Brands Are Magnets, Not Mirrors

It feels important to clarify one thing before we close.

All this talk of mirrors neurons is best applied to storytelling principles and the use of emotions in marketing. The best brands, however, don't just hold up a mirror to consumers. They don't just mimic existing behaviors and attitudes and tell everyone what they want to hear. The best brands pull you in like magnet. They give you something to be intrigued by. Something off. Something distinct. Something you've never considered.

Implications for Brands

The connection between mirror neurons, emotional cues, and memory highlights why brands should focus on creating real, emotionally resonant content. It’s not enough to simply showcase a product—brands need to focus on how others interact with the product and the emotions tied to that interaction. This allows consumers to mirror these experiences, fostering a sense of trust and engagement.

To maximize the potential of mirror neurons in brand marketing, brands should:

1. Leverage Emotional Storytelling – Create narratives that allow consumers to emotionally connect with the characters or scenarios, triggering empathy and memory formation.
2. Amplify Social Proof – Encourage customers to share their authentic experiences with the brand through user-generated content or reviews that others can relate to and mirror.
3. Prioritize The Unfiltered – Real, unscripted moments of brand interaction—whether through influencer partnerships or customer testimonials—have the greatest potential to trigger emotional responses in viewers.

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Leaky funnel? That's because sales funnels are inherently broken. They don't reflect consumer experiences and they create siloed inefficiencies among marketing teams. It's exactly why I published this 15-page PDF to teach marketers a new way: The In & Out Market Map. It's a two-state framework for every aspect of your marketing based on your category's buying triggers and it's 100% FREE to download.

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