bias means consumer behaviour is rarely rational.

 Human beings like to think of themselves as rational. However, the fact is that humans are nowhere near as rational as many think and indeed, most purchase decisions are not made entirely rationally. Further, consumers’ lack of rational decision-making and behaviour makes predicting behaviour difficult and influencing behaviour more complicated. Mitigating this is the growing […]

 Human beings like to think of themselves as rational. However, the fact is that humans are nowhere near as rational as many think and indeed, most purchase decisions are not made entirely rationally. Further, consumers’ lack of rational decision-making and behaviour makes predicting behaviour difficult and influencing behaviour more complicated. Mitigating this is the growing body of research that is making consumer behaviour ‘predictably irrational.’  Cost-effectively managing consumer behaviour requires an understanding of the drivers of consumer behaviour, including the irrational drivers like cognitive biases.  Learn to understand the predictability of irrational behaviour.  In his 2008 book, Predictably Irrational, Duke University Professor Dan Ariely discussed the observation that human beings, while irrational, are predictably so. He discusses a range of examples of irrational decision making by humans – decision making that is common in consumer purchase behaviour.  Irrational thinking or – ‘automatic thinking,’ ‘bottom up’ thinking or ‘fast thinking’. In contrast, rational thinking…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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