Shopper Research
Back in the 1950s, police in the city of Philadelphia used the term ‘Black Friday’ to describe the chaos on the day after Thanksgiving, when suburban shoppers and tourists flooded into the city before the big Army-Navy football game that was held on that Saturday every year. However, in the late 1980s, retailers somehow found […]
Subconscious
Stoptober is back for a seventh year, having driven more than a million quit attempts to date. Last year, nearly 400,000 smokers in England quit successfully, which is the equivalent to 1,069 smokers each day. Despite new smokers starting and ex-smokers relapsing, there are now 1 million fewer smokers in England comparing to 2014. Health […]
Shopper Research
Marketers are still heavily dependent on chronological age for targeting, marketing or sampling for research. The majority of people, however, do not identify with their chronological age group. They respond to brand, products and marketing communications as the age they see themselves as. The mental picture a marketing or brand manager has of the 65+ […]
Consumer Trends
I saved 10 cups, 7 water bottles and 11 pieces of cutlery last week by simply taking my own. Equipped with my e-coffee cup, chilly water bottle and reusable cutlery set I did my usual weekly tour of England. I did not actually go completely plastic free (as some of the food I bought still […]
Subconscious
When we are exposed to so many advertisements in a day, it’s a wonder we manage to retain any of the information at all. And the way we do so can vary greatly. For example, some ads require us to think about the content of them. Others have no deep meaning but a catchy jingle. […]
Child Consumers
The number of hours children spend online has steadily increased in recent years. The average 5-15 year old spends 15 hours a week online and gaming is one of the top activities. In 2016 online overtook TV as top medium for 5-15 year olds. Brand owners are aware of this and have shifted more and […]
Shopper Research
Increased availability of plant-based alternatives is certainly a factor which has helped drive this huge growth but what are the reasons behind this? Most vegans are young – it’s estimated that over 40% fall into the 15-34 age bracket and their main reason for choosing a vegan lifestyle is health, followed by environmental and animal […]
Social media
Students… what image comes to mind? It comes as no surprise the world has a certain negative perception of a student lifestyle – But what does this really mean? A lifestyle choice is a choice a person makes about how to live and behave, according to their attitudes, tastes, and values. However, according to Universities […]
Subconscious
Over time, brands have become associated with different levels of credibility, quality and satisfaction – making it easy for consumers to distinguish which products are loved or hated. For instance, think about the Coca-Cola and Pepsi rivalry – what do you prefer? Most people prefer the brand of Coke over Pepsi, but if you were […]
Subconscious
However, Professor Bricker of the University of Washington has revealed there is more behind seating preference – people who prefer to sit on the aisle tend to be introverts and value freedom, whereas those who choose a window seat are potentially more selfish and value their privacy. In a world where the majority of passengers […]
Subconscious
But smartphone shopping isn’t without its issues. One problem is translating the in-store shopping experience to an online environment. Clothing is a ‘high-involvement’ product that needs to be seen, tried on and touched to be evaluated (Workman, 2010). Touching clothes before purchasing has been shown to increase purchase intention (Peck & Shu, 2009). So, not […]
Social media
We split a cohort of participants into two groups and showed them the same Instagram posts by a couple of British celebrities of well known reality TV shows. The only difference: one of the groups was shown a post with the word “#spon” – the other group wasn’t. We found that males were more likely […]
Shopper Research
One suggestion is that there is a transfer of positive affect from a celebrity to a product. If a celebrity is liked, people can have very high emotional attachment to them. This positive affect is elicited by spontaneous retrieval of explicit memories associated with the celebrity endorser. So, for example, if a popular celebrity is […]
Subconscious
There are a few marketing shortcuts to gaining trust in consumers. In a recent study conducted with university students by Emotional Logic, 83% participants said that they would be inclined to purchase a skin care product from a man, as well as trust his salesmanship, purely because he was wearing a white lab coat instead […]
Subconscious
One definition describes trust as a “reliance on the character, ability, strength, or truth of someone or something.” Think about that definition for a moment. Trust means that you can rely on someone (or something) else to do the morally right thing. You believe that you’re able to put your heart on your sleeve, even […]
Shopper Research
When you’re feeling sad or a little bit under the weather – shopping is usually a lot of people’s go to. Over the years the phrase “retail therapy” has been thrown around, however, now it actually is backed by scientific evidence. Robert Sapolsky is a neuroscientist who studies dopamine in the brain – dopamine helps […]
Shopper Research
Gender affects what kind of products we are attracted to and also the amount of money we are expected to pay for them. Women are made to pay more for products in general. Then there are the specific items which only apply to females, for example sanitary products which are currently taxed as ‘luxury items’ […]
