Decision Making

How do consumers make decisions?

Decision Making


Rory Sutherland, Market Leader, Quarter 1, 2015

This article argues that good choice architecture is critical to helping people make better decisions - bad choice architecture encourages poor choices and frustrates users.


David Taylor, Market Leader, Quarter 1, 2015

This article discusses the the importance of brand familiarity, and argues that any changes to branding should be carefully considered and gradually implemented to ensure valuable brand associations in the memories of consumers are not lost in the change.


Tim Pritchard and Simon Wood, Admap, January 2015

This article examines loyalty in mobile phones, looking at how handset, operating system (OS) and network each command loyalty which is both separate and interacts with the others.


Crawford Hollingworth, Warc Exclusive, The Behavioural Architects, October 2013

This article, the first part of a three-part series, describes how humans form habits and how they can be broken.


Jo Bowman, Event Reports, International Shopper Insights, November 2014

This event report looks at how concepts of psychology, neuroscience and behavioural economics can be applied to the retail format.


Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2014

This event report explores Nissan's emotionally-driven approach to marketing, which aims to foster a clear sense of excitement around the brand.


John Clark, Market Leader, Quarter 4, 2014

This article explains how the Co-operative supermarket applied understanding about unconscious decision making to enhance the impact of its brand.


Rory Sutherland, Market Leader, Quarter 4, 2014

This article outlines the implications of research that analysed the utility people get from a purchase, and how this translates into perceived value of a product.


David Penn and Suzanne Lugthart, ESOMAR, Congress, Nice, September 2014

This case study shows how a new implicit and metaphorical approach to research gave eBay, the online auction platform, a powerful commercial insight impossible through direct questioning.

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