In this guest post, branding expert Dr Peter Steidl says neuromarketing will change the face of marketing, and without it, campaigns will lag behind competitors that have embraced this new way of thinking about consumer behaviour and branding. I am not talking about lab tests that deliver reliable but limited information about how consumers process marketing stimuli such as ads, logos or package designs. Rather, I’m referring to the application of neuroscience concepts in a strategic context. In other words, how marketers can benefit from the latest insights into how consumers think, feel and, and most importantly, make purchase…
"The application of neuroscience lifts the effectiveness of marketing, brand, communications, shopper marketing, pricing and innovation strategies – including, of course, social and other digital media strategies."
Every time something works really well, there's a rush to recreate the tactic. In this case, "disruption". This falls more under "entrepreneur behavior" than "consumer behavior" but there's much to learn.
At a recent World Bank workshop held in Berlin I met Alex Oprunenco from Moldova, who told me how they had begun working with the Behavioural Insights Team. Now Alex has provided some more news on what they are up ...
In 2007, 10,000 people around the globe were asked about portable digital devices. It was part of a study conducted by the global media company Universal McCann. One of the hottest topics at the time was the first iPhone, which was announced but hadn’t yet been released. Once researchers tallied the results, they reached an...
gCo.Create Happiness Means Creativity: One Company's Bet On Positive Psychology Co.Create Cultivating a more positive outlook is a better way of boosting creativity than indulging a tortured genius, according to consultant psychologist Professor...
"There is a strong relationship between employee happiness and a workforce that is productive, creative, and flourishing," he says, pointing to lab studies designed to test creativity after participants have been made more and less happy, which shows creative levels improve when people are happier."
Conservative when crowded? Crowds affect consumer behavior, researcher says PR NewsChannel (press release) Heading to the mall this weekend for some new shoes? Dropping by Home Depot tonight?
'“Consumers in crowded environments get conservative and safety-focused,” Maeng said. “We believe this is because people in socially crowded settings activate an avoidance system that results in a more prevention-focused mindset. This, in turn, makes socially crowded individuals more likely to choose options that provide prevention-focused benefits.”
In 2011, Airbnb had a problem. The room-sharing site was growing fast, but so were customer complaints. People just couldn't figure out how to use the service. The issue was so severe, Airbnb was getting an average of one customer service call for every room booked.
The human brain still trumps computer analysis of #BigData when it comes to consumer behavior. Intuition is a powerful tool!
The psychology of choice is more complicated than you think. These case studies show that when it comes to conversion rate optimization, less is often more. (Is Too Much Choice Killing Your Conversion Rates?
Simple economics predicts that a $50 reward will undoubtedly be a more powerful motivator than a $5 one. Behavioral science, however, suggests otherwise. Speaking to a captive audience at Opower’s customer innovation conference in Miami…
Reviews matter when it comes to online purchase decisions, but not as much as deals,according to a RetailMeNot.com survey conducted by Ipsos. 56% of US respondents said that deals, discounts or sales on the product they’re purchasing influences their decision, while 51% counted reviews, ratings or opinions of customers who have already bought the product as an influence on their purchase decision.
Not far behind, 45% of US respondents said that the trustworthiness of the retailer plays a part in their decision-making process. Fewer pointed to factors such as speed and convenience of delivery for the product (29%), reviews, ratings or opinions of professional journalists or industry experts that have used the product (26%), and comments, reviews and opinions from peers on social media (22%).
It’s interesting to see customer reviews showing up as far more influential than professional reviews, as Weber Shandwick found the same result when looking at consumer electronics purchases.
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