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Author Archive

Brands and Discounts

Marketing And The Psychology Of Savings

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Marketing And The Psychology Of Savings

Yesterday, I splurged on an expensive hair treatment that promises to give me frizz-free hair for 12 weeks. I first learned of this treatment a year ago, but rejected it as a frivolous indulgence at $350 a treatment. But when I was told of a $129 price promotion on the same treatment, I immediately said, ‘Sign me up!’  Now at $129, frizz-free hair is still a frivolous indulgence — but think of the ‘value’!  A similar mechanism was at work last month when I spent more than I intended to on a car. The more expensive car had a higher discount. How could I pass up the greater ‘value’, even if it was costing me more?

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Brand Research

Brand Research And Consumer Decision-Making

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Brand Research And Consumer Decision-Making

I love solving puzzles and there’s no greater puzzle than understanding how people spend their attention, time and money. The factors that influence an individual’s choices are infinite, and often subtle.

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Brand Research

Defining Segmentation Research

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Defining Segmentation Research

You’re new in your job. Or the competitive landscape has changed. Whatever the reason, you need to understand which customers to target for purposes of product development, marketing, and customer experience design.

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Brand Marketing

Marketing Is Changing, Are You Ready?

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Marketing Is Changing, Are You Ready?

It is no surprise that academics and professionals alike are calling for new approaches to marketing, because the old approaches are inadequate to the challenges.

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Recession Marketing

Innovation And Branding Strategy In A Down Market

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Innovation And Branding Strategy In A Down Market

During long and deep recessions companies look to shift resources away from poor performing brands to more profitable ones.

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