About Us

Behalchemy is a digital space dedicated to understanding why people think, feel, and act as consumers. It explores the psychology behind everyday decisions, blending insights from consumer behaviour, behavioural science, and marketing psychology.

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Our Story

Behalchemy is a space for curiosity, insight, and thoughtful exploration into human behaviour and consumer psychology. We exist because we believe that understanding why people think and act the way they do helps us communicate, connect, and create more meaningful experiences.

Here, we dive into the invisible forces that guide everyday decisions: from simple purchases to deep emotional influences, blending scientific insight with storytelling so that complex ideas become clear and useful for your life, work, and creative thinking.

What We Do

At Behalchemy, we publish articles that:

  • Decode consumer psychology: the hidden factors shaping preferences and decisions.
  • Simplify scientific research: turning academic and behavioural science studies into practical, readable insights.
  • Explore marketing through human behaviour: analysing how psychology influences branding, engagement, and choice.
  • Connect theory to everyday life: so you see the patterns that shape your actions and interactions.

Our content is written in a clear, engaging style that welcomes both curious readers and professionals, no jargon required.

Clarity over Complexity

We believe insight should be understandable without losing depth.

Curiosity Before Certainty

Questions matter more than quick answers, especially in human behaviour.

Connection through Understanding

We write to help you connect with ideas, and with each other, more deeply.

Why It Matters

Most decisions we make are not purely logical; they are emotional, habitual, and shaped by context. Understanding this is not just interesting; it transforms how we think, design, communicate, and build relationships.

Whether you’re a marketer, student, creator, or lifelong learner, Behalchemy gives you tools to see the world more thoughtfully, observe what others miss, and apply psychological insight in meaningful ways.

4K

Monthly Page Views

32

Written Articles

250

Scientific Studies Reviewed

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Ilhame Ghanjaoui

Ilhame Ghanjaoui is the Founder and Chief Editor of Behalchemy. Her work explores consumer behaviour, psychology, and marketing through a human-centred lens, with a focus on simplifying behavioural science and academic research into clear, accessible insights.

If you’re curious about the hidden forces shaping everyday decisions, you’re in the right place.

Explore our articles, and don’t forget to join our newsletter for insights that blend psychology, behaviour, and meaning.

Learn more, think deeper, and sharpen your understanding here on Behalchemy.

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