Consumer Behaviour Articles 

The following articles have been written to give you access to some of the latest insights in consumer behaviour.  The latest articles are listed first.  You can also search the site using the box on the left below:

• Influencing the Wisdom of Crowds
  
  Research looking at the spread of a story through Twitter shines a light on how crowds think.
• Experts, Consumers and Brains
  
  A recent experiment pitted experts, consumers and brain scans against each other in a test to see which would identify the most effective advertising: guess which won?
• Advertising Context and Misattribution
  
  How the context of advertising can influence us to like something more.
• Panic at the Petrol Pumps How Just Mentioning a Shortage Sparks Panic Buying
  
  In the UK the government just had to mention that their might be a fuel shortage on the horizon to cause panic buying and forecourts to run dry: what's going on in terms of consumer psychology?
• Appealing to the Unconscious Mind
  
  The unconscious mind is the first part of a consumer's brain you need to reach, how do you do that?
• Understanding Habit
  
  Habit makes up a lot of what we do, but by its nature, we tend not to think about it. A study from several years ago quantified our preference for the sticking with the default option.
• The Truth or Nothing Like the Truth
  
  A new study reveals that people are more likely to lie when they text than with other forms of communication.
• Tips in Restaurants: Setting a Good Example
  
  What influences whether a tip is paid and, more importantly, how much?
• Advertising: Attention and Distraction
  
  Is advertising measurement overly pre-occupied with the conscious mind?
• Psychology and the Cliche
  
  New research finds there is a surprising truth to the cliches we hear.
• Market Research Misleads Society
  
  One of my primary grievances with asking people what they think, is that it corrupts our ability to learn from our mistakes. A major research project to investigate the causes of the riots in England this summer has gone even further: conducted with no awareness of its inherent flaws, it risks misleading the bodies making decisions about how to avoid this situation happening again. Worse still, there is an argument to say that it will actually make future riots more likely!
• The Psychology of Gift Giving Quiz
  
  As the festive season approaches, wouldn't you like to know what to buy me?
• Consumer Research and Innovation
  
  Unilever has recently announced an end to the 'unthinking adherence to quantitative market research': what place is there for consumers in the innovation process?
• Can You Overcome Loss Aversion?
  
  Loss aversion, the tendency we have to attach more weight to potential future loss than future gain has been well-documented since Kahneman, Knetsch and Thaler proposed it in 1990. Whilst it is hugely important in helping to explain a number of the ways in which consumers act, the simple act of reflecting on decisions of our own that turned out to be costly reveals that it is far from a universal determinant of our actions.
• The Psychology of Pricing
  
  For years, most prices have ended in a 9 or 99, many firms price that way automatically. Is it always the right thing to do?
• How to Save Money
  
  Saving money: are there any psychological strategies that might help? In a word, yes!
• The Psychology of Choice
  
  Choice or not, that's the choice, or is it? Research provides another piece to help our understanding of the psychology of choice.
• Influencing Investment
  
  All of us are susceptible to being influenced without realising, even people who are making investment decisions.
• Instant Emotion
  
  How can you make an instant connection with someone's emotions, and is it you or them or a combination of the two that makes the connection?
• The Influence of Word Choice
  
  We tend not to think about the grammar we use to construct sentences: but a new study shows that subtle differences in the way we word something can have a significant influence on how people react.
• Relax: I Promise It's Worth It
  
  Will relaxed consumers spend more? Research suggests they will.
• Dogs, Rats and Consumer Thinking
  
  Most people know about Pavlov's Dog; are people really so different from the canines that the Russian experimented on?
• The Influence of Music in Advertising
  
  With something as subjective as music, is there any way of identifying what will work in your advertising?
• The Psychology of Business Cards
  
  In some ways it's surprising that business cards are still around given advances in technology. But since they're still very much in use what should one consider when designing and using them?
• The Secret of Creating a Successful Brand
  
  Why is having the right focused message important to brands?
• How Advertising Creates False Memories
  
  A new study illustrates how certain types of advertising can create false memories (that benefit the brand).
• The Opportunity in Opportunity Cost
  
  Spare a thought for opportunity cost, whether you're buying or selling it could help.
• The Influence of Others: Social Proof
  
  Much as we like to believe we're the autonomous agents of our actions, the evidence suggests otherwise.
• The Influence of Worms on Democracy
  
  I don't like opinion polls, I don't think they're useful in a democracy. Recent research shows that the media's love of them could have dangerous consequences.
• Mood and Consumer Choice
  
  Could how happy you are affect the choices you make as a consumer?
• Food, Mood and Behaviour
  
  A study discovers disturbing evidence of how our decisions are influenced by our mood.
• Playing with Time: Appealing to the Unconscious Mind
  
  Perceptions of time are just that; perceptions. Can you influence the way customers perceive the time involved with your product or service, and if so how?
• Brand Iinfluence: How the Brands You Buy Change Who You Are
  
  We buy some brands to present a certain view of ourselves to the people around us; but a new study shows that brands actually change how we behave.
• Branding for Children: Unconscious Influence
  
  There is a lot of evidence that the unconscious mind mixes messages and influences perceptions outside of awareness. A new study shows that these 'mistakes' happen at an early age.
• The Psychology of Shopping: the Tesco Clubcard
  
  What's going on when you use your Tesco Clubcard and how can regular discounts cause you to spend more and make more money for the supermarket?
• First Impressions are Hard to Change
  
  We all know the old adage "first impressions count"; but can they be changed and what are the implications for marketing?
• Beyond Economics: Valuing Behavioural Insight
  
  Lots of data exists to show that factors beyond the ones we would expect to make a difference do influence consumer behaviour. One study set out to put a value on some of these influences.
• Sorry is Worth Less than You Imagine
  
  A new study explores an interesting aspect about apologies, but you should be wary of reading too much into it?
• The Evolution of Shopping
  
  Is Daniel Kruger right to say that men and women's shopping behaviour can be explained in evolutionary terms?
• How to Spend Less: Use Your Imagination
  
  At this time of year many people are resolving to spend less, but it's far harder than most people imagine.
• How to Look Younger
  
  With demand for plastic surgery increasing, psychologists find a neat way to look younger without going under the knife
• Consumers' Colour Preferences
  
  One of the many challenges in product design is making colour choices. It feels (and is) extremely personal, but new research gives us some clues about what consumers want.
• Can Unconscious Marketing Influence Go Too Far?
  
  There are numerous studies that show how consumers can be influenced unconsciously, but can you go too far and have an adverse effect on your business?
• The Positive Side of Superstition
  
  Is superstition silly or is there a benefit to it?
• The Influence of Fonts?
  
  A recent experiment explored how different presentations of information influenced what people said and how much they were prepared to divulge.
• The Amazing Unconscious Mind
  
  In my first book, Consumer.ology, I investigated the way in which a consumer's unconscious mind is often highly significant in determining his behaviour. A new study reveals the hidden depths of the unconscious mind's power.
• Marketing Influence: Do You Want to See a Puppy?
  
  Science is beginning to uncover why some marketing tactics work. Why is it that babies and puppys can attract us to certain products?
• Consumer Behaviour: Secrets of the Herd
  
  Social proof is a key driver of consumer behaviour; a recent study shows how the herding instinct can switch off if a product doesn't achieve a certain level of popularity.
• Predicting the Winners at London 2012 (Clues to Successful Sponsorship)
  
  Which sponsors are likely to do better out of their involvement with the London 2012 Olympics? A new study may help explain why some may do better than others.
• A Trick of the Light (unconscious influence)
  
  Wine is a popular area for exploring how apparently unrelated elements can influence our perception of products; what impact does light have?
• The Science Behind "The Customer Is Always Right"
  
  The old retail saying claims "the customer is always right"; is this true, partly true, or wrong? What's the science to support it?
• Using the Power of Framing
  
  Lots of studies have identified how framing (what we encounter around a product) influences how we think; a new study highlights how you might be able to turn this phenomenon to your advantage.
• To Sell More Think 'Sheep'
  
  If you look at the way we all live, you'll see we have a lot in common. We love the idea that we're individuals, but there is more consumer behaviour insight in our desire to be the same.
• The Most Powerful Consumer Behaviour Trait in the World
  
  When people ask me which is the single most powerful consumer behaviour trait that they can leverage, what do I tell them?
• The Perils of Focus Groups Part One
  
  An article on how focus groups can lead to bias when seeking to understand consumers.
• The Perils of Focus Groups Part Two
  
  The second of two articles on why focus groups can lead to bias when seeking to understand consumers.
• Cheer Up, They'll Buy (Consumer Behaviour)
  
  What influences consumers and makes them buy (article); the role of emotions
• Why Buying Should be Exciting
  
  Of course consumers will buy more if it's fun to do so. But the latest research from social psychology reveals a surprising twist.
• Stradivarius's Consumer Behavior Insights
  
  What the demand for and value of Stradivarius instruments tells us about how consumers behave and act
• Consmer Research of the Future with Squirrels
  
  The difficulty of researching future consumer behaviour and intentions
• Are You Keeping It Simple?
  
  Why you need to know if buying from you is easy enough and how you can find out.
• The Cost of Making Your Customers Wait
  
  How consumers will make irrational decisions if given a choice between buying now or later
• Opinion Polls - Why We Should be Wary
  
  A Gallup insider reveals why we should be wary of opinion polls and how they can be manipulated by the media and politicians
• The Visual Consumer
  
  How you see things that your consumers don't
• The Importance of Touch
  
  Article on recent research highlighting the importance of getting your products into prospective customers' hands.
• Can a Small Discount be a Big Discount?
  
  The implications of recent research showing that the perception of numbers isn't always rational
• Does Colour Matter
  
  Recent research showing how the use of colour can influence behaviour and consumer response
• Why Bad Service Is Remembered
  
  The latest brain imaging research helps explain why bad service is remembered, but good service is not.
• What House MD Wants Us to Know About Consumer Research
  
  House MD is always saying "Everybody lies" is that really true and does it matter?
• Your Money or Your Time: Which Message Will Sell More?
  
  Should you emphasise time or money when marketing your product? Surprising new research reveals which will be more productive.
• Is Retail Really Detail
  
  The phrase "retail is detail" is a commercial cliche. A recent study reveals looks at whether details are important from a consumer perspective.
• Do Your Customers Need a Boost
  
  Guest writer and communication expert David Parnell reveals how customers' brains can run out juice.
• How to Turn a Customer's Brain Off
  
  Recent neuroscience reveals how people can respond to expert advice.
• Recommendations are Exaggerations
  
  Research shows how people change their mind once they've made it.
• How to Make Someone Buy
  
  New research reveals why people will sometimes buy things they otherwise wouldn't
• What Other People Think
  
  Neurologists reveal why what other people think changes what we think.
• Too Much Choice
  
  Is it possible to have too much choice? Studies show the answer is an emphatic "yes!"
• When is a Fact Not a Fact?
  
  A technique for taking the emotion out of business decision-making.
• Can Pens With Logos Really Help a Brand?
  
  For years brands have put their logo on small items and given them to customers, is there any research to suggest this use of the marketing budget does any good?
• Feeling Good
  
  Most marketers know about the importance of a consistent message, but can the sensory elements of the brand play a part in how it's perceived?
• Should You Care About Customer Satisfaction?
  
  Many times consumer research is interested in customer satisfaction with service or products. New research reveals that asking might very well be a waste of time (and money).
• Influencing Consumer Appeal of Advertising
  
  How consumers react to advertising isn't just a matter of the advert itself. The context matters, But there's a twist that might surprise you.
• Groups Prefer Big Brands
  
  When a group gets together brand scale takes on a greater significance.
• The True Cost of Free
  
  Research suggests that bundling in free products may be counter-productive in the longer term.
• The Myth of Consumer Need
  
  Frequently marketing considers the issue of consumer need, but when you consider things from a consumer behaviour perspective that's often not especially helpful.
• Why Women Take So Long to Choose
  
  The mystery is solved! At last research gives us important clues to help us understand why men and women behave so differently when confronted with a large choice.
• Why Advertising Fails
  
  Sometimes advertising messages can have adverse effects, causing people to do the opposite of what was intended.
• Words Don't Mean What You Think
  
  Researchers looking at cigarette packet communication uncover an interesting aspect to language.
• What's Your Product Worth?
  
  An interesting twist in identifying what a product is worth in the mind of consumers.
• Influencing Emotion
  
  If we're fundamentally emotional creatures, how can you influence your customers' emotions?
• How Advertising Placement Influences its Impact
  
  A new study shows that where your advert is placed can influence consumer response to it.
• How to Reduce the Damage when Things Go Wrong
  
  What's the best thing to do when you disappoint a customer? The best solution may cost you far less than you think.
• Retailer Insanity: Why Asda (Wal-Mart) Have Lost the Plot
  
  A recent announcement by Asda in the UK is a sign of the dangerous times ahead
• How to Reduce the Damage when Things Go Wrong - Saying Sorry (Part 2)
  
  The art of the apology.
• The Brain Science of Disappointment: Letting Your Male Customers Down
  
  Does a recent study on the physiological impact of the recent US election have broader implications?
• The Subliminal Power of Clean
  
  More evidence of how smells processed outside of awareness influence behaviour.
• Putting a Value on Lazy Consumers
  
  It's easy to underestimate how important it is to make things easy for consumers.
• Look More Attractive Instantly
  
  A new study explores how differences in complexion contribute to how healthy we perceive someone else to be.
• Marketing Influence: Beating the Competition
  
  The brain science of stealing market share from your competitors.
• Why Your Market Research Will Be Wrong
  
  New brain imaging research reveals why market research respondents can't reference things in research that are important when they shop.
• War What is it Good For
  
  War! What is it good for? What television adverstisers need to know about ad placement if they want to be remembered.
• Should You Surprise Your Customers?
  
  Understanding why sometimes a surprise isn't helpful for certain customers.
• Have You Had Sex Recently
  
  Often language seems clear cut, and market research depends on us understanding the language in questions and answers, but new research shows the discrepancies can be significant.
• Market Research: Belief in a Pseudo Science
  
  Traditional market research is more likely to be right than wrong, but that doesn't mean you're wise to use it.
• Why You Don't Want Your Marketing to be Noticed
  
  Obviously you want your marketing to get noticed... don't you?
• Another Blow to Focus Groups
  
  Neuroscience delivers another blow to the idea that focus groups are a useful tool for gauging consumer opinion.