The Aroma of Consumer Psychology

The hidden connection between feelings, food and consumer decisions.

A quiet evening, a cup of strong ginger chai in my hand, I was captivated by the irresistible smell of rich chole bature wafting through the air. The fragrance of tangy tomatoes, chickpeas, onions and romantic spices and a medley of robust spices - garam masala, cumin and coriander hung in the air.

Chole Bhature — fancy little cocinera- This picture includes chole( chickpeas) , bature (soft deep fried puffed bread), green coriander chutney, and freshly diced onions.

Now, if you think and wonder why I am beginning this blog with a simple description of a simple dish, originating from the heart of Punjab. It is because it isn’t the smell of food, it is the smell of home, heritage and tradition. In that moment , it reminded me of the simple tradition which Indians follow and maintain -if a guest visits your house first offer them water and then food. It is a way of expressing warmth, respect and a sense of comfort.

Every recipe, passed down through traditions, carries a story: happy faces on the table and with empty plates, satisfied and enjoyed and hands reaching out for another serving.

But what does this have to do with consumer psychology?

Everything.

Consumer psychology teaches us that people rarely buy products for their functional purpose alone -they buy the emotions, memories, and identities attached to them. Chole bhature isn’t simply a meal; for many, it represents childhood, family, comfort, and home.

Brands do not just advertise chole bature- they advertise and relate the emotions attached to it. It could be Swiggy (e-commerce delivery partner) or a Tarla Dalal YouTube video promising the taste of home in minutes. The product remains the same, only the change is the taste and nostalgia of home- comfort and togetherness.

An example of this would be Haldiram’s Dhin-Dhin-dha campaign which did not just advertise chole bhature , its commercial celebrates family gatherings, shared meals, togetherness and happiness.

The TVC features heartwarming scenes of family and friends coming together to enjoy Haldiram’s dishes, from their world-class chole bature to the last bite of their Rasmalai.

Next time you are hungry and crave a plate of chole bature, ask yourself a question - are you actually hungry or just craving a feeling of home?

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