Why do people buy what they buy?
That question has fascinated philosophers, strategists, business owners and marketers for centuries. While the tools we use today (algorithms, social media, CRMs) might seem modern, the underlying drivers of human behaviour haven’t changed that much. The core instincts that influence buying decisions now are the same ones that moved goods through ancient marketplaces, medieval guild halls and dusty Victorian shops.
Let’s step back and look at the deeper story of consumer behaviour: what’s truly changed, what hasn’t, and what that means for how we market today.
The Human Brain Hasn’t Evolved As Fast As Marketing Tools
We live in a world of online shops, one-click purchases and hyper-targeted ads. But our brains? They’re still wired for survival, belonging and storytelling.
Throughout history, buyers have been driven by the same psychological forces:
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Trust (Can I believe this person or product?)
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Status (What does this say about me?)
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Belonging (Will this help me fit in or connect?)
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Fear and scarcity (Will I miss out?)
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Curiosity and pleasure (Is this interesting, exciting, or satisfying?)
These are ancient instincts. They were useful in tribal communities, temple markets and nowonline checkout carts. The environments shift. The emotions don’t.
From Bartering to Branding: The History of Influence
In ancient marketplaces, people bought from traders they trusted. Reputation wasn’t just important. It was essential. If you sold poor-quality spices or watered-down wine, word spread. That social proof worked offline.
Fast forward to medieval Europe, where merchant guilds and distinctive trademarks began to emerge. They were early versions of branding. Visual shorthand for reliability and quality. Buyers began choosing not just based on the seller, but the symbol.
By the late 1800s, industrialisation exploded choice and so did advertising. Brands had to convince people they were worth picking among dozens of competitors. Cue slogans, jingles and emotional appeals.
And today? We’re still doing it. Just with pixels instead of paper.
Trust, Belonging, and the Status Game
Modern marketers often talk about trust-building. But it’s nothing new.
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Ancient shopkeepers built trust through consistent quality and personal relationships.
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19th-century catalogue brands offered “money-back guarantees” as a promise to remote buyers.
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Influencers today build parasocial relationships. A modern version of personal trust at scale.
Similarly, belonging has always mattered. Roman citizens wore specific clothing to signal class. In the 1950s, suburban consumers bought matching appliances to feel part of the cultural ideal. Today, we buy from brands that signal identity, whether it’s eco-conscious packaging or a specific tone of voice on social media.
And then there’s status. Whether it’s Egyptian gold, Louis XIV’s silk or a limited-edition sneaker drop, status has always sold. The object changes. The human craving doesn’t.
FOMO Has Been Around Longer Than You Think
Scarcity and urgency are not new inventions. In ancient times, exotic goods like cinnamon or lapis lazuli were rare and highly sought after. That rarity made them more desirable.
Today, we get a notification: “Only 3 left in stock!” Same tactic. Different tech.
We even see it in religious or seasonal events — things you can only access during specific windows. Black Friday is just the modern version of a market feast day or annual fair.
What Modern Marketers Can Learn From the Past
If you’re in marketing today, understanding these timeless drivers is a secret weapon.
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Emotional storytelling isn’t a trend. It’s a tradition.
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Brand trust isn’t built on flashy campaigns. It’s built over time, like it always has been.
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Exclusivity, community, identity — all the most effective marketing tactics tap into human needs that have always been there.
The smartest marketers don’t just follow the latest platform updates. They understand people. And people, as it turns out, have been buying for the same reasons for thousands of years.
What Next?
History isn’t just about the past. It’s a shortcut to understanding what still works. If you’re building a brand today, you’re not starting from scratch. You’re adding your voice to a long, human story of influence, identity and persuasion.
Want help making your brand part of that story? That’s where I come in.