In this episode of Consumer Catalyst, Dr. Nicole Arnett Sanders dives into effective, budget-friendly marketing strategies for small businesses. Covering topics like intentional social media use, leveraging micro-influencers, conversational email marketing, community collaboration, and creating evergreen content, Nicole provides actionable tips for maximizing impact without breaking the bank. Listeners will walk away with practical steps and fresh ideas to enhance their marketing efforts and build stronger connections with their audiences.

00:00 Welcome to Consumer Catalyst

00:44 High Impact, Low Cost Marketing Strategies

02:37 Using Social Media with Intention

05:43 Building a Micro Influencer Network

08:52 Email Marketing That Feels Like a Conversation

12:59 Leveraging Community and Collaboration

16:16 Creating Evergreen Content

19:31 Wrapping Up and Action Steps

Why do we splurge on $60 beach towels and $12 bottles of water while on vacation—without a second thought? In this episode of Consumer Catalyst, Dr. Nicole Arnett Sanders unpacks the fascinating psychology behind vacation spending. From dopamine-fueled “vacation brain” to impulse buys, social proof at the shore, and the convenience premium, you’ll discover how our brains shift into high-spend mode the moment our toes hit the sand. Whether you're a curious consumer or a savvy marketer, this episode reveals what really drives those beachside buys—and how businesses can use those insights year-round.

In this deeply honest reintroduction, Nicole Arnett Sanders, PhD shares what it’s really like to wear all the hats — marketing professor, brand strategist, agency founder, business operator, and mom — while navigating imposter syndrome, creative burnout, and the pressure to keep showing up.

She talks about what it means to be a millennial marketer in a Gen Z-driven digital world, how she bridges theory and real-world application in her classrooms and consulting work, and why she hit pause to reconnect with purpose. From AI-powered customer service and curbside groceries to teary dance recitals and marketing lectures called “Scroll, Click, Buy,” this episode is for anyone who’s ever asked: “Am I doing enough?”

Spoiler: you are.
 And the best is still ahead.

Consumer Catalyst: The Psychology Behind Impulse Buying and Unplanned Purchases

In this episode of Consumer Catalyst, host Nicole delves into the psychology behind impulse buying and unplanned purchases, exploring the key factors and emotional triggers that drive these behaviors. Using the context of Black Friday and Cyber Monday, Nicole distinguishes between impulse and unplanned purchases, shares intriguing insights from her PhD research, and provides practical tips for both marketers and consumers. From emotional triggers to scarcity, social proof, and atmospheric cues, this episode is packed with strategies for understanding and leveraging purchasing behavior. Nicole also offers actionable advice for mindful shopping and maintaining control over spending.

Don't miss this engaging exploration of consumer behavior and marketing tactics!

00:00 Introduction to Impulse Buying
00:51 Black Friday Shopping Insights
01:38 Personal Black Friday Experiences
03:51 Understanding Impulse vs. Unplanned Purchases
08:42 Emotional Triggers in Shopping
15:22 Effective Marketing Tactics
25:19 Mindful Shopping Tips
27:56 Conclusion and Next Episode Preview

Free Resource
💡 From Browse to Buy: The Impulse Purchase Formula
Download Nicole’s free workbook to learn how to turn your marketing mix into a tool for creating unplanned purchases—while keeping your customers’ values at the center.
👉nicolearnettsanders.com/freebie-1

Connect with Nicole
Let’s keep the conversation going! Share your Black Friday stories or your thoughts on this episode:
Instagram: @NicoleArnettSandersPhD

Next Episode Preview

Episode 3: Emotions in Emerald – The Storytelling Genius Behind Wicked
Discover how this Broadway sensation uses emotional storytelling to build fan loyalty and engagement.

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This week on Consumer Catalyst, I’m Dr. Nicole Arnett Sanders, a retail strategist and consumer behaviorist, taking you on a deep dive into the psychology of shopping. Why do we splurge on some items but pass on others? How do brands like Amazon and Lululemon influence our decisions? It’s no accident—it’s consumer behavior in action.

In this debut episode, we’ll explore how emotions, habits, and subconscious triggers drive up to 95% of purchase decisions. You’ll also learn actionable tips to apply these insights, whether you’re growing your business or making smarter personal choices.

From personalized marketing strategies to the power of social proof, this episode is packed with real-world examples and practical takeaways to help you understand why we shop the way we do.

Tune in now, and let’s start unlocking the secrets of consumer behavior together!

Shopping Value Decoder Quiz

Don’t forget to connect with me on Instagram @NicoleArnettSandersPhD and share your thoughts!

Show Notes:

00:00 Introduction to Consumer Catalyst

00:30 Meet Your Host: Nicole Arnett Sanders

00:50 Understanding Consumer Behavior

01:40 Real-World Example: Amazon's Data-Driven Marketing

02:15 Defining Consumer Behavior

03:10 Breaking Down Consumer Behavior

04:29 Case Study: Lululemon vs. Amazon Dupes

05:12 The Evolution of Consumer Behavior

05:38 Actionable Tips to Boost Sales and Engagement

07:29 Conclusion and Next Episode Teaser