Consumer psychologist Sofie Sue Rutgeerts joins The Sonic Truth to explore why understanding why people behave the way they do matters more than simply knowing who they are.
In a wide-ranging conversation, Sofie Sue shares how psychology shapes brand choice, why context and culture matter so much in media, and how fragmentation can actually create new opportunities for repetition, memory, and connection.
They also get into:
• The four human drivers behind brand choice
• Why social proof still matters in a fragmented media world
• How creative and media context need to work together
• Why marketers can become too focused on what is easiest to measure
• The relationship between sound, emotion, and memory
• How influencers, TV, audio, social, and other channels play different roles
• Why AI can help marketers understand nonlinear and compounding effects
• Why authenticity, judgment, and human creativity become more valuable as AI grows
• The difference between efficiency and effectiveness
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