Dopamine Dressing - Unveiling the Marketing Principles Behind Its Popularity

Since the beginning of this summer, "dopamine dressing" has become a trend, with people sharing styling tips on TikTok and Xiaohongshu.

The concept of dopamine dressing involves using bright and colorful clothing to dress oneself, with the idea that wearing vibrant and joyful outfits can stimulate the release of dopamine in the brain, leading to increased happiness and confidence.

Dopamine dressing is a marketing strategy that leverages the power of dopamine, a neurotransmitter, to influence consumer behavior. We often encounter marketing campaigns that use dopamine in our daily lives.

So what is dopamine exactly?

In recent years, the term dopamine has entered our everyday vocabulary, but many people misunderstand its meaning. Most people believe dopamine is released when a person receives something they want, pleasing them.

In reality, dopamine is not released when a person receives a reward but when they anticipate or seek it. When a person expects or seeks a bonus, their brain releases dopamine, motivating them to explore and seek more rewards.

For example, when a person hears the sizzling sound of barbecued food, they may imagine the delicious taste and satisfaction of eating it, activating their reward anticipation and stimulating dopamine in the brain. When they eat the food, they may feel enjoyment, but this does not necessarily increase the level of dopamine in their brain since they have already achieved their expectation.

In other words, the barbeque's sound stimulates the release of dopamine, not the barbeque itself.

Most of the time, marketing campaigns leverage consumers' reward anticipation to promote dopamine release and drive them to complete a purchase.

How do businesses use dopamine marketing？

Dopamine marketing involves creating and fulfilling consumers' reward expectations to stimulate their motivation and interest, ultimately encouraging their purchasing behavior. Here are some typical methods of dopamine marketing:

1. Stimulating Dopamine with Novelty

Dopamine is released when our expectations are exceeded, so businesses constantly introduce new products to keep consumers interested. A can of soda, a cup of coffee, or a popsicle may not be particularly exciting. Still, a cherry-flavored cola, a coconut-flavored coffee, or a durian-flavored popsicle can immediately pique one's interest. Dopamine drives us to try new things, and anticipating something fresh and unique can bring us even more pleasure. The brain sets an expectation level for these new products, and the more the expectations are exceeded, the happier we feel. The same goes for dopamine dressing - wearing a plain black or red outfit is not particularly novel. Still, when you see brightly colored, highly saturated clothing, your brain immediately drives you to try it on. In recent years, emerging brands such as Happy Socks and Farm Rio have gained popularity by offering colorful and patterned clothing that provides consumers a visually pleasing experience.

2. Stimulating Dopamine with Future Expectations

Thinking about a future event that brings us happiness can make us joyful and optimistic. Businesses use various means to make us urgently want to fulfill future expectations. For instance, product launches generate curiosity and excitement. Apple's product launches always attract millions of followers worldwide because they showcase innovative and imaginative designs that exceed people's expectations, creating a sense of anticipation that makes everyone want to place an order immediately. Of course, most product launches (except for Apple's) also offer first-time discounts, further stimulating consumers to make a purchase as soon as possible.

Coca-Cola commercials often emphasize the pleasure of drinking soda regularly, creating an expectation of happiness. For example, you may see commercials where someone is exercising on a hot sunny day, and after working up a sweat, they open a can of ice-cold Coke, take a sip, and exclaim, "Ahh!" When you see such a commercial on a hot day, you immediately want to rush into a convenience store to buy a can of ice-cold Coke.

During promotions, many businesses use time-limited, quantity-limited, or exclusive offers to create a sense of scarcity and urgency, making consumers feel that if they miss the opportunity, they may never have another chance. This stimulates dopamine and encourages consumers to buy the product quickly.

3. Stimulating Dopamine with Surprising Rewards

Neurobiology professor Wolfram Schultz found through experimental research that dopamine impulses come from surprise. Businesses create excitement and pleasure in users by setting factors such as randomness, uncertainty, and novelty, allowing them to experience wonder and anticipation, and stimulating the brain to release dopamine.

Snacks from the early 2000s, which are now popular among teenagers, are not necessarily delicious because these kids are obsessed with the cards inside. Dopamine drives every child to get new cards.

The reason why games are addictive is because their internal feedback mechanism promotes the secretion of dopamine. You expect to pass a level when playing games, and when you do, you are often rewarded. This stimulates dopamine and drives you to move on to the next level, forming a cycle. Many marketing methods use this goal-oriented feedback mechanism in games to promote consumer purchases and loyalty.

For example, using point redemption and membership benefits creates uncertainty and suspense, making consumers feel they may receive bigger rewards or discounts, thus stimulating their desire to buy. Keep (a fitness software) made hundreds of millions of dollars by selling medals. The principle they use is based on dopamine's goal and feedback mechanism.

Years of business experience have been based on the principles of dopamine. Businesses use various means to create surprise and reward feedback, stimulating the brain to release dopamine when users experience surprise and anticipation.

Are you ready to launch a dopamine marketing campaign? Chinatop Marketing specialize in providing cost-effective solutions tailored to foreign brands seeking to penetrate the Chinese market. With our team of seasoned Chinese and foreign experts, we possess the essential experience and expertise necessary to navigate this dynamic and complex market, ensuring your brand's triumphant journey.