Context matters: Consumers judge brands by the company they keep
Richard ShottonExperiments show brand perceptions are influenced by where they are seen, so high-quality ad environments are crucial to premium brands.
Experiments show brand perceptions are influenced by where they are seen, so high-quality ad environments are crucial to premium brands.
Experiments show the framing of language used to describe products influences how consumers perceive them and their propensity to purchase.
Subtle signals can create positive perceptions of your products, without needing to hammer home their benefits in less trusted advertising messages.
Experiments show making just one claim makes that message more effective, but three is the optimum number for driving product preference.
Like many products before it, Wordle has driven desire by limiting its volume – something all marketers should feel confident to try out.
Received wisdom is that humour doesn’t help brands sell their products, but the evidence says the opposite when brands know how to use it effectively.
Confirmation bias makes it difficult to persuade people who don’t want to change, but experimental evidence shows three effective ways to overcome this.
A good grip on pricing is a sign of a strong brand, and several behavioural studies offer insights into effective pricing strategies.
Consumers’ enjoyment of food is influenced by what they see and know in advance, and while flavour-focused messages improve perceptions, health-based ones actually harm them.
Concrete language is easier to visualise and four times more likely to be remembered than the abstract benefits brands like to highlight in their advertising.
People value something more if they have options to choose from but too much choice hampers decision-making, especially if it’s hard to differentiate.
Conforming to category norms may seem like the safe thing to do but it won’t make people remember your brand.
The ‘labour illusion’ means consumers perceive good products more favourably when they’re aware of the effort put in – but it also makes bad products look worse.
Marketers are fond of declaring consumers don’t trust ads but the data doesn’t support it – only that they don’t like them, which is a different problem.
Marketers spend most of their time encouraging proactive behaviour change, but it’s much more effective to remove the physical and psychological barriers that block it.