Consumer behaviour, while often irrational, is almost always predictable, given the availability of the relevant data. Thanks to years of research, empirical and anecdotal evidence – there are in 2022 the consumer insights to accurately predict consumer behaviour in most settings. There is also a growing body of evidence pointing to simple cues that impact […]

Consumer behaviour, while often irrational, is almost always predictable, given the availability of the relevant data. Thanks to years of research, empirical and anecdotal evidence – there are in 2022 the consumer insights to accurately predict consumer behaviour in most settings. There is also a growing body of evidence pointing to simple cues that impact consumer behaviour and can be leveraged to influence consumer behaviour. Three such cues are: Fluency (and symmetry). Familiarity (and newness). Feelings (and emotions). This discussion will consider these cues or factors and further highlight the critical role of psychology in marketing. FLUENCY Highlighted repeatedly in neuroscience research has been the relationship between physical symmetry and the perception of attractiveness. To summarise the observations from one such study: ‘Attractiveness increases with an increasing level of averageness and symmetry, which can be understood as evolutionary pressures that operate against the extremes of the population. Another study observed ‘Attractiveness…