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News

LONDON: Marketers are generally well versed in such things as media use, audience behaviours and preferences, but they also need to acquire an understanding of consumer habits if they are to achieve lasting success, according to two industry ...

Article

This article explains the lessons from behavioural science about the formation of habits and lists six strategies that marketers can employ to build, maintain and disrupt consumer habits.

Research Paper

This paper looks at the potential insights that can be gained from confronting the data gathered through machine learning with behavioural science principles.

Research Paper

This paper presents a new approach to capturing respondents' emotional drivers of behaviour through research involving free form text, using the example of the 2016 US Presidential election, and listing implications for the Asian market.

Research Paper

This paper examines whether audio responses in surveys can be used to detect subconscious responses to questions in the Indian market.

Article

This event report outlines how artificial intelligence could reshape the way consumer insights are generated and activated, based on the example of Sqreem, an analytics provider.

Article

This event report outlines how behavioral economics can help marketers better understand and engage consumers.

Research Paper

This paper explains a mobile-based research methodology designed to measure both explicit and implicit non-verbal responses, illustrated by a Latin American pilot study for Heineken, the beer company.

Research Paper

This paper describes the use and application of various ‘neuromarketing’ techniques to market research studies.

Article

This article warns against overdependence on the use of the liking of an ad as a metric of its effectiveness.

Article

This article describes key learnings from the use of facial coding to assess ad responses to understand how advertising success is affected by emotional response, and to understand how that response can be measured.

News

BOCA RATON, FL: Marketers seeking to influence shopper behaviour should consider tapping scarcity, simplicity and genuine moments of truth, according to Zoë Chance, Assistant Professor of Marketing at the Yale School of Management.

News

BOCA RATON, FL: Coca-Cola, the soft drinks giant, has found that measuring how marketing impacts consumer "feelings" offers powerful real-time insights which can then help boost key brand metrics.

Article

This event report outlines five key principles which marketers should consider in seeking to connect with consumers.

News

NEW YORK: In the latest issue of the Journal of Advertising Research (JAR), a team of authors from Truth Initiative make a powerful case that the proper messaging can have a meaningful effect even on addictive behavior.

News

BOCA RATON, FL: Foster Grant, the eyewear brand, has successfully shown the power of emotional engagement by tapping into the deep-rooted feelings many consumers associate with wearing reading glasses.

News

NEW YORK: Older consumers demonstrate a clear preference for rational, rather than emotional, marketing appeals, according to a study published in the Journal of Advertising Research (JAR).

Article

This article looks at the importance of emotion instead of reason in decision making and how this can be applied to marketing.

News

Behavioural science is becoming mainstream, with brands increasingly looking to this field for a better understanding of consumer behaviour and marketers keen to see how it can inform the creative process.

News

MENLO PARK, CA: Marketers should consider behavioral science when seeking to maximise the impact of their mobile advertising, according to a leading executive from Ipsos.

Article

This event report provides ten tips for enhancing mobile creative, based on insights from behavioral science.

Research Paper

How effective is shock advertising for charities? To address this question, the current researchers used an experimental design based on a cross-sectional sample of three groups of adults.

Research Paper

Advertisements that elicit negative emotions (e.g., guilt) have been found effective in prompting socially desirable behaviors, such as making monetary donations to charity.

Research Paper

Agencies routinely report word-of-mouth marketing (WOMM) campaign results in terms of reach but do not deliver insight about the people who are reached and the types of conversation in which the WOMM message is embedded.

Research Paper

This article details how British Gas, the energy provider, developed a bespoke testing tool based around a realistic simulation of the online sales journey.