How neuromarketing helps us understand post-pandemic changes in consumer behavior Old habits die hard, but the pandemic has changed the way we buy products and interact with brands in ways we didn’t think were possible. Reset I feel, therefore I buy. Marketers have been aware of the connection between emotional drivers and purchasing decisions for many years now, and they haven’t hesitated to use these emotional drivers to create marketing experiences — in other words, to get you to buy things. While in classic economic theory, consumers are described as rational individuals who decide whether or not to buy a product based on objective factors such as price and utility, recent research points out that most of our purchasing decisions are much less rational than we believe and much more emotional.