A selection of articles and essays on consumer behaviour, research, and decision-making.
While no longer updated regularly, this archive reflects some of the themes and thinking behind Philip’s work.
Technorati
Technorati Profile It turns out that setting up technorati is not as straightforward as it might be with WordPress. This blog is simply to give technorati the code it wants – hopefully I can delete it soon! Philip
Advertising Reviews
Technorati Profile Every so often I take an advertisement, usually from TV, and analyse it from a consumer perspective. What I’m interested in is the way in which the advert is likely to work at an unconscious level, since I’m c…
New Articles on Consumer Behaviour
I have a couple of new articles on consumer behaviour available on my main site. “How to Make Your Customer Buy” (see the Latest Articles section at the top on the left), reveals what some of the most recent research into what i…
Memes and Marketing: Part iii
Tinnitus expert Jennifer Battaglino mentioned that she would like some suggestions on how to apply memes in her marketing so I thought I would add to yesterday’s post on what makes for a good meme by talking about the ways in which yo…
Memes and Marketing: Part II
When it comes to marketing it’s important that your product, brand name, company name and proposition work as memes. That means making as many aspects of your offer as memorable and as easy to pass on as possible. And as we saw yesterday, …
Memes and Marketing
Memes are a fascinating concept and vitally important to anyone with an interest in marketing. Defined as “… that which is imitated, after GENE n.) “An element of a culture that may be considered to be passed on by non-genetic means, esp. …
What Makes a Consumer Choose?
Persuasion master Duane Cunningham was interested to know what causes a customer to choose a product (and dating expert April Brasswell was curious curious too). I suppose, when it comes down to it, this is the most important question for …
Too Much Choice: Part IV
Christian and Sonya raised an interesting conundrum with their question in reply to my last post. “In a category like breakfast cereal, are the manufacturers hurting themselves by having so many brands and varieties within those brand…
Too Much Choice: Part III
When faced with a small choice consumers can deploy simple strategies to make a choice and feel better about the option they choose. Three options usually works well because customers can use extremeness aversion. By selecting the middle o…