Marketing is a crucial aspect of business strategy, and understanding consumer behaviour is essential for creating effective marketing campaigns. This research paper explores the psychology of marketing and how it affects consumer behaviour. It examines the key psychological factors that influence consumers’ decisionmaking processes, such as perception, motivation, learning, and memory. It also discusses the role of emotions and how they can be used to influence consumer behaviour. This paper is also inclined towards finding the best prevalent and some innovative psychological strategies for startups to establish in the crowd and compete with already well-established industries. Benjamin Franklin's effect is the most effective strategy which can influence consumer behaviour. Finally, the paper analyses the ethical implications of using psychological techniques in marketing.