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Why Gender Differences in Shopping Styles Are Stronger than National Differences

Idea posted: July 2019
  • Marketing

A study of consumers in 10 countries supports the view that gender differences in shopping styles have evolutionary, not socio–cultural, roots. At the same time, the study’s authors argue that national culture characteristics can increase the effect of evolution–driven consumer behaviours. The implication for international marketers is to segment customers based on hard–wired evolutionary traits and national cultural influences. 

Idea #746
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Source: Pexels

Consumers Reject New Products To Stay In Control

Idea posted: April 2018
  • Learning & Behaviour
  • Marketing

A recent study confirms that consumers’ desire for control over their lives can act as a psychological barrier to the acceptance of new or innovative products. However, framing a new product as increasing consumer control can eliminate this barrier.

Idea #701
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The Boy in the Red Vest (detail) Cezanne c-1890 (Courtesy: Foundation E.G. Bührle, Zurich)

The Good, Bad and Ugly of Covert Marketing

Idea posted: March 2018
  • Marketing

With traditional marketing losing its impact in today’s overcrowded marketplaces, marketers are developing creative covert campaigns to create buzz around their products. Sometimes, however, these covert campaigns can backfire. 

Idea #694
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Photo by Jenna Day (Source: Unsplash)

Brain Drain: How Cell Phones Distract Customer Attention

Idea posted: July 2017
  • Learning & Behaviour
  • Marketing

Cell phones are distracting, pulling our attention away from our current tasks and activities. New research reveals that the mere presence of the phones, even when they are turned off and we are consciously focusing our attention on another task, is enough to reduce our thinking capacity.

Idea #665
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Varied Effectiveness of Paid Endorsements on Social Media

Idea posted: April 2016
  • Marketing

New research reveals the potential benefits and pitfalls of including paid social media endorsers in new marketing efforts. The research notably revealed that paid endorsers are either eager to participate or very effective — but rarely both.

Idea #599
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How a Marketing Doctrine Overcomes the Flexibility Vs Consistency Conundrum

Idea posted: February 2016
  • Strategy
  • Marketing

Diversified or decentralized firm face a conundrum: How do you ensure that marketing decisions are consistent across the entire company without undermining the flexibility required to tailor marketing decisions to local circumstances? The answer: A marketing doctrine based on unique principles that guide without dictating. 

Idea #584
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Why Anthropomorphism Works In Marketing

Idea posted: November 2015
  • Marketing

Talking geckos and other anthropomorphic “spokes-characters,” are ubiquitous in advertisements. Various studies reveal some of the psychological reasons explaining why and how anthropomorphic marketing works — as well as some of the potential risks.

Idea #564
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Don't Jay Walk, 1937 PSA poster, USA (Source: Wikimedia Commons)

Neurobiological Clues to Advertising Effectiveness

Idea posted: May 2015
  • Learning & Behaviour
  • Marketing

Recent research identifies physiological reasons that public service announcements (PSAs) are effective. Specifically, the researchers show that increases in two neurochemicals — adrenocorticotropic hormone and oxytocin — result in greater attention and action from viewers. 

Idea #517
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The Three Wise Men at Nuevos Ministerios Metro and Cercanías station, Madrid (Source: Wikipedia Commons)

Optimal Marketing Claims: The Power of Three

Idea posted: February 2014
  • Learning & Behaviour
  • Marketing

When putting together an advertisement campaign, how many positive aspects of the product should you include? The temptation is to put in as many as possible, but according to this Idea, three is the optimal amount. Add more and you risk raising suspicions in your customers about the authenticity of all of the claims. 

Idea #328
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Samurai at a Waterfall, 19th Century Japanese Woodblock Print, Fuji Arts

Grapes of Wrath: How Self Control Leads to Anger

Idea posted: January 2013
  • CSR & Governance
  • Leadership & Change
  • Learning & Behaviour
  • Marketing
  • Operations

Does making a healthy food choice make us angry? In an important piece of consumer research, a relationship is found to exist between exerting self-control, and a preference toward ‘themes of anger’ in e.g. entertainment. This mismatch - getting irritated by our own self-control - has far-reaching implications for marketers and policy-makers as we try to further understand consumer behaviour.

Idea #034
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