Emmanuel Probst, author of Brand Hacks – How to Build Brands by Fulfilling the Human Quest for Meaning, suggests consumers are on a quest to find a simple, but essential thing: meaning. To grow and foster loyalty, brands must help consumers fulfill these meanings.
We tend to prefer things that are natural whether it is food, the environment or medicines. But what do we mean by natural and how can we better understand the important perception.
There is a widespread belief that people are irrational, just like Homer Simpson. But is this really the case? We spoke to Prof Peter Ayton on the matter.
There is pressure to make surveys ‘ecologically valid’, in that they should reflect the environment in which the behavior occurred. We argue this is the case for some, but not for all, survey work.
The carbonated soft drinks market is struggling to find its way in an era of sugar-free. Behavioural science can offer possible solutions.
There is a huge focus on implicit bias as means of explaining and correcting our flawed thinking – that is often reflected in our prejudiced attitudes that may include chauvinistic and racist attitudes. But does the science really justify this?
There is fairly widespread belief that many of our purchase decisions are done in ‘system 1’ and that the tools of the market research industry are ‘system 2’. But does this really hold up to close scrutiny?