Understanding the Psychology of Indulgence: Insights from Consumer Emotional Journeys
We recently collaborated with a client on a fascinating project to uncover what makes a product indulgent. By tracking the emotional journeys of consumers engaging with various “indulgent” products, we identified sensorial features that evoke indulgence. However, the findings weren’t as straightforward as expected—there isn’t a universal checklist of sensorial attributes that guarantee indulgence.
?
Instead, indulgence is defined by the consumer’s emotional reaction. While certain sensorial features might increase the likelihood of a product being perceived as indulgent, the experience of indulgence ultimately exists in the consumer’s mind. This nuanced understanding highlights the importance of emotional resonance over objective qualities.
?
Lessons from the Coffee Industry
?
This insight brought to mind a conversation I had years ago with a client who worked for one of the world’s most recognizable coffee brands. Within the company were coffee experts who knew everything about sourcing the finest beans, perfecting the roast, and crafting the “best” coffee by industry standards. Yet, despite their expertise, consumers often didn’t respond as expected. The coffee might have been technically perfect, but it didn’t resonate. My client asked, “Why?”
?
To explain, I took a risk by making it personal:
?
“Philippe, you’re French, correct?”
“Yes,” he replied.
?
“As a child, you learned to appreciate wine at meals?”
“Yes,” he confirmed, curious where this was heading.
?
“By your teenage years, you had opinions about which wines you liked or didn’t. Then one day, perhaps your father brought you a special bottle and said, ‘Philippe, this is an exceptional wine. You must try it.’ As you sipped, you searched for the qualities that made it special. You discovered something—a unique taste, texture, or aroma. From that moment, you associated that characteristic with ‘better’ wine.”
?
Philippe smiled, clearly recalling a similar memory. I continued, “That memory formed a personal cue. Even now, you associate that specific characteristic with a superior wine.”
?
The Power of Cues in Shaping Consumer Preferences
?
I explained to Philippe that every consumer has a personal history that shapes their preferences. Over time, we all develop subconscious cues and prompts that influence how we evaluate products. Some of these cues are explicit and tied to vivid memories; others are more subtle, their origins forgotten, yet they still guide our perceptions.
?
Ironically, these cues often have little to do with a product’s actual quality or efficacy. Unless consumers actively research or receive expert training, their preferences are shaped by these ingrained cues rather than objective measures of quality.
领英推荐
?
Philippe asked the critical question: “If every consumer’s reaction is unique, how can we develop and market a ‘premium’ product?”
?
The answer lies in shared cultural experiences. While individual preferences are unique, people who grow up in the same culture and time often share similar cues. By understanding these collective cues, brands can craft products that resonate with a broad audience.
?
Modern-Day Examples: Connecting with Today’s Consumers
?
Consider the popularity of oat milk lattes in premium coffee culture. The creamy texture and slightly sweet flavor align with contemporary cues of indulgence: sustainability, health-consciousness, and a rich, satisfying sensory experience. Similarly, in the chocolate industry, brands like Lindt and Godiva don’t just focus on the technical quality of their ingredients; they emphasize storytelling—single-origin beans, artisanal craftsmanship, or luxurious packaging. These elements align with consumer cues for what feels “premium.”
?
In beauty, the explosion of K-beauty brands showcases how sensorial experiences—lightweight textures, subtle fragrances, and playful packaging—trigger emotional connections with consumers. It’s not just the efficacy of a serum or mask; it’s how the product makes consumers feel indulgent and cared for.
?
Translating Insights into Action
?
To create a “better” or more indulgent product, brands must delve deep into the emotional and cultural cues that drive consumer preferences. It’s not just about having the best ingredients or flawless execution; it’s about hitting the right emotional notes. By understanding these cues, companies can craft products that feel indulgent and premium to the largest segments of their target audience.
?
In the end, indulgence isn’t in the product—it’s in the mind of the consumer. The key is knowing how to unlock it.
?
?
Chris Lukehurst is a Consumer Psychologist and a Director at The Marketing Clinic:
Providing Clarity on the Psychological relationships between consumers and brands
?
?
?