What consumers mean when they say products are "authentic"
Consumers crave authenticity. Yet marketing itself is typically considered inherently inauthentic. Hence, firms must learn to understand, manage, and excel at rendering authenticity. The critical question is: how? What do consumers mean when they talk about “authenticity”?
The science of picky shoppers
If a company knows they have a lot of picky customers, they may need to change the way they reward salespeople or dedicate specific salespeople to their pickiest customers, because picky shoppers have very narrow preferences and they see perceived flaws in products others wouldn’t notice.
How people decide when they have many choices
It’s one thing to decide among two or three snacks available at a friend’s house. But what do people do when they’re faced with a vending machine offering 36 different options? The amount of time people spend looking at individual items (or, one assumes, ideas or candidates) may actually help them decide.
Typography influences consumer preferences
Typography—specifically tracking, or the spacing between letters in a word—can influence consumers’ interpretations of brand logos. Compact logos encouraged favorable brand attitudes, signaling that the brand was reliable, secure, and trustworthy.
The market advantage of a feminine brand name
The number of syllables in a name, which syllable is stressed, and the ending sound, all convey masculine or feminine gender. People automatically associate name length, stress, and ending sound with men’s or women’s names because most people’s names follow certain rules.
When genetic data meets marketing, beware!
Development of cost-effective techniques for measuring the human genome has led to an exponential growth in the direct-to-consumer genetic testing. It is estimated that over 30 million customers have already taken a DNA test. What are the implications of this growth for the field of marketing?
Building your professional brand in a prestigious job
In most professions, the whole concept of a brand is undergoing change. In the future, for most professionals, “brand” is going to be more about relationship ability and what were dismissed as “soft skills” than about just knowledge and expertise.
How to boost tips and donations
Is the dueling preference approach - where the act of giving is framed as a choice between two options - more effective at increasing prosocial giving than traditional approaches?
Selling something? Tap into consumer arrogance
Consumer arrogance is broadcasting your superiority to others via consumption. We turn to merchandise for our sense of value and status because we have lost it in so many other ways.
Cost transparency can increase sales 20%
Retailers who reveal something about themselves may notice an increase in sales as customers feel they are buying into a relationship and developing a perceived support network.
Action-oriented goals produce higher probability of purchases
People are more likely to enact behaviors—whether it's redeeming a coupon or following through on receiving a flu shot—immediately after moving than after sitting, according to the research.
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