The Psychology of Persuasion How Amazon, Colgate, Innocent and John Lewis Influence Us Marketers may talk endlessly about data, segmentation, and creative execution (and rightly so!!), but beneath it all, one truth remains: marketing is about people. And people are not perfectly rational creatures weighing up costs and benefits like calculators. Instead, we are
Psychology, Research, and Marketing How to Turn What People Say into What Brands Should Do Marketers love a good stat. But numbers without psychology can mislead you, and psychology without numbers can seduce you. The art is joining the two - understanding how human minds actually work and then designing research that reduces bias, surfaces
What Part of the Brain Does Marketing Really Affect? A Modern, Practical Guide for Marketers Marketing works when it fits how the brain actually makes decisions. Not the old “reptile brain vs rational brain” story, but the contemporary picture: fast emotional systems interacting with slower, reflective systems spread across multiple regions of the brain. In
Neuromarketing in Action What Cheetos, Campbell’s, Hyundai and PayPal Can Teach Us From mischievous crisps to soup labels and car design, how brands are using brain science to optimise marketing. Neuromarketing uses measurements of people’s brain and body responses to better understand how creative, media, packaging, and experiences work; especially the bits people can’t or
Subliminal Marketing and the Freudian Id Appealing to Primal Desires Modern marketers often try to reach the unconscious drivers of consumer behaviour - the primal urges Sigmund Freud called the Id. The Id operates on the pleasure principle, seeking immediate gratification of needs such as sex, hunger, and aggression. Subliminal marketing broadly refers to techniques
Maslow’s Forgotten Sixth Level Self-Transcendence And What It Means For Marketers Most marketers know Maslow’s five-tier hierarchy. On Marketing Made Clear we’ve already covered the model and how to apply it to campaigns and customer journeys, so if you want a refresher start with our article on Maslow’s life, theories and marketing lessons and our
B. F. Skinner, Operant Conditioning, and What Marketers Can Learn Why a mid-century behavioural scientist still shapes your CRM, app engagement and loyalty strategy today. B. F. Skinner was a Harvard psychologist who argued that much of what we do is shaped by consequences. If an action reliably leads to a desirable outcome, we
Understanding Seasonal Consumer Behaviour Insights from the UK and USA Seasonal shifts in the environment significantly influence consumer behaviour. Whether it’s the weather, daylight hours, or holiday traditions, changes in our surroundings trigger distinct psychological responses that alter how we feel and, in turn, how we spend. This article explores the science behind these seasonal
An Introduction to Propaganda Influence, Illusion and Information Wars Propaganda. It’s a word that conjures up images of wartime posters, red flags, moustachioed dictators, and loudspeakers blaring patriotic jingles. But propaganda isn’t just a relic of 20th-century regimes - it’s alive and well today, albeit in more sophisticated, algorithm-fuelled forms. For marketers, historians, and media-savvy
Nostalgia in Marketing A Global Analysis of Successes, Failures and Psychology Nostalgia marketing – the strategy of evoking positive memories from the past – has become an ever-present tactic across industries worldwide. From fast food and fashion to tech and entertainment, brands are tapping into consumers’ longing for “the good old days” to forge emotional
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