Eric Almquist, John Senior, and Nicolas Bloch (colleagues at Bain & Company) wrote an article for Harvard Business Review titled The Elements of Value: Measuring—and delivering—what consumers really want (September 2016).Continue reading “The Elements of Value: delivering what consumers want”
Inflation and Consumer Behavior
Professor Ravi Dhar addresses the question How Does Inflation Change Consumer Behavior? for Yale Insights (August 22, 2022).Continue reading “Inflation and Consumer Behavior”
consumers gravitate to merchandise labeled as “updated”
Michael Blanding wrote an article for Harvard Business School Working Knowledge titled Latest Isn’t Always Greatest: Why Product Updates Capture Consumers (06 Dec 2022).Continue reading “consumers gravitate to merchandise labeled as “updated””
Les Binet: Why split brand building and sales activation?
Les Binet wrote a Twitter thread on why to split “brand” and “activation” advertising.
« Peter Field & I recommend that marketers use a mix of “brand building” & “activation” communications. Our research suggests the optimum split is usually ~60% brand, ~40% activation, but varies by context. But why split brand & activation at all? Why not do both at once? »Continue reading “Les Binet: Why split brand building and sales activation?”
The “messy middle” of the purchase journey
Alistair Rennie and Jonny Protheroe, who work on Google’s consumer insights team, wrote an article published on Think With Google titled How people decide what to buy lies in the “messy middle” of the purchase journey. Continue reading “The “messy middle” of the purchase journey”
Kevin Simler posted article called Ads Don’t Work That Way explaining the how cultural imprinting works in advertising. « Cultural imprinting is the mechanism whereby an ad, rather than trying to change our minds individually, instead changes the landscape of cultural meanings — which in turn changes how we are perceived by others when we use a product. » Continue reading “Cultural Imprinting”
Consumers Are Becoming Wise to Your Nudge
Simon Shaw wrote an article in Behavioral Scientist titled Consumers Are Becoming Wise to Your Nudge.
« Companies in certain sectors use the same behavioral interventions repeatedly. Hotel booking websites are one example. Their sustained, repetitive use of scarcity (e.g., “Only two rooms left!”) and social proof (“16 other people viewed this room”) messaging is apparent even to a casual browser. » Continue reading “Consumers Are Becoming Wise to Your Nudge”