In today’s competitive Middle East market, traditional “rational” marketing no longer cuts through. A recent look at Oman shows how behavioural economics — the study of how real people make decisions — is transforming the way brands connect with consumers.
Omani brands are using loss aversion (the idea that people fear losing what they have more than gaining something new) and the endowment effect (a sense of ownership heightens value) to boost engagement. For instance, telecoms offering one-day unlimited data trials create a sense of ownership so strong that users rarely switch back. Similarly, anchoring and social proof tactics — like premium pricing or influencer-backed perfume brands — are shaping perceptions of value and exclusivity.
Other nations are taking note. In Egypt, studies show that applying behavioural insights significantly enhances marketing impact. Globally, FMCG and digital firms use default options, decoy pricing, and choice architecture to drive loyalty — lessons ready to be localised across the Gulf.
What international businesses need to consider?
– Deeper customer insight – By mapping cognitive biases and cultural reference-points, businesses can craft campaigns that resonate emotionally and socially, not just functionally.
– Smarter promotional strategy – Free trials, anchoring of premium tiers, optimized decoy pricing, social proof campaigns are all powerful tools to boost conversion and loyalty.
– Competitive advantage – Many firms still rely on classic marketing logic (features/benefits). Applying a behavioural lens sets businesses apart by making marketing “feel human” rather than noisy.
– Market expansion – Especially for international firms entering Gulf/ MENA markets, understanding the local behavioural dynamics (social identity, reference pricing, peer effects) provides a gateway to more effective localisation.
– Innovation in customer-journey design – Beyond just messaging, designing the journey (defaults, friction reduction, commitment devices) can accelerate conversion and retention.
At Aims Global Consulting Services, we help international firms expand across the Middle East by decoding consumer behaviour and turning insights into measurable growth.
Ready to go beyond “more ads” — and start marketing the way people really think? Let’s talk.