We’ve all been there – clicking “buy” on something we didn’t plan to purchase or signing up for a service after swearing we wouldn’t. What’s happening in those moments? The science behind our buying decisions often contradicts what businesses think they know about their customers. Dr. Mladen Cvijanovic has spent his career digging into this disconnect. As Executive Vice President and General Manager at Berlitz North America, he brings an unusual background in psychology and neuropsychology to the marketing table.
Turning Brain Science into Business Growth
Few executives blend psychological insight with business strategy as effectively as Dr. Mladen does at Berlitz North America. His background spans multiple disciplines that give him a unique lens on consumer behavior. “With a background in psychology, neuropsychology, and business, I’ve spent years applying scientific principles to real-world challenges in sales, marketing, and organizational growth,” Dr. Mladen explains. This blend of disciplines gives him a different lens on what makes customers tick. While most executives focus on spreadsheets and market trends, Dr. Mladen keeps coming back to what’s happening inside customers’ heads. It’s not just theory – at Berlitz, he’s put these principles to work in real-world marketing challenges.
The Science Behind Decision-Making
Ask most business leaders how customers make decisions, and they’ll tell you it’s about features, benefits, and logical comparisons. Dr. Mladen sees it differently. “At its core, marketing is about influencing decisions. But to do that effectively, we need to understand how people make choices,” he explains.
The truth? Logic takes a backseat to feelings. “Research in psychology tells us that emotions drive most purchasing decisions—not logic,” Dr. Mladen points out. We like to think we’re rational, but the data shows otherwise. “Customers often justify their choices with logic after they’ve already made an emotional decision.” This flips traditional marketing on its head. Product specs matter less than the feelings they create. “That’s why great brands don’t just sell products; they sell feelings, aspirations, and experiences,” he says. Think about it – when was the last time a purely rational ad made you pull out your credit card?
The Power of Personalization
Nobody wants to feel like just another customer number. Dr. Mladen sees personalization as critical in breaking through today’s marketing noise. “Every customer wants to feel understood. In today’s digital world, people expect personalized experiences tailored to their needs and preferences,” he notes.
The gap between companies that get this right and those that don’t keeps growing. “Companies that succeed in marketing use data-driven insights to craft messages that resonate with their target audience,” Dr. Mladen observes. It’s not about checking boxes – it’s about connecting. The real magic happens when customers see themselves in your marketing. “The key is to make customers feel like your brand ‘gets them’—whether that’s through customized offers, storytelling, or targeted advertising,” he explains. When that connection clicks, casual browsers become loyal customers. “When customers see themselves in your brand, loyalty follows.”
Trust and Reciprocity in Marketing
Trust doesn’t come from slick marketing – it builds over time through consistent actions. “Trust is the foundation of any successful customer relationship,” Dr. Mladen emphasizes. “Studies show that people are more likely to buy from brands they trust and feel connected to.” This trust-building often requires flipping the traditional sales funnel. “One way to build trust is through the principle of reciprocity—giving value before asking for anything in return,” he says. Instead of leading with the hard sell, smart companies offer something valuable first. “This could be through free resources, exceptional service, or educational content.”
The approach feels counter-intuitive to old-school marketers focused on immediate conversion, but the psychology behind it is sound. “When customers perceive value upfront, they’re more likely to engage, return, and advocate for your brand,” Dr. Mladen concludes. By bringing psychology into marketing decisions, companies can stop guessing what customers want and start understanding why they buy. It’s not just about making the sale – it’s about making the connection that leads to many sales down the road.
To learn more about Dr. Mladen Cvijanovic, check out his LinkedIn profile.
