Segmenting for Emotion: Matching Emotional Frames to Customer Motivations | Behavioral Economics in Marketing Podcast | Season 10 - In Review

What if the key to better marketing isn’t just what you say — but how you make people feel?

In this episode of the Behavioral Economics in Marketing podcast, we explore how emotional segmentation and framing can help you better understand your audience and create messaging that resonates. Discover the psychology behind how customers process information and why aligning your message with emotional motivations leads to more powerful, personalized campaigns.

We’ll unpack a foundational behavioral bias, look at how real brands apply it, and introduce a fresh framework for emotional segmentation that could transform how you connect with your audience.

Whether you're a marketer, entrepreneur, or brand strategist, this episode will leave you thinking differently about the emotional drivers behind customer decisions — and how to tap into them more effectively.

Keywords: emotional segmentation, framing effect, customer motivations, behavioral marketing strategies, emotional targeting, consumer psychology, behavioral economics podcast

Behavioral Economics in Marketing Podcast | Understanding how we as humans make decisions is an important part of marketing. Behavioral economics is the study of decision-making and can give keen insight into buyer behavior and help to shape your marketing mix. Marketers can tap into Behavioral Economics to create environments that nudge people towards their products and services, to conduct better market research and analyze their marketing mix.

Sandra Thomas-Comenole | Host | Marketing professional with over 15 years of experience leading marketing and sales teams and a rigorously quantitative Master’s degree in economics from Rensselaer Polytechnic Institute.