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Research Paper

When exposed to cause-related marketing advertisements that use guilt appeals, consumers actively try to interpret the motives behind the company’s message and consequently accept (or resist) the persuasion attempt. This study demonstrates that high-emotional-intensity cause-related marketing advertisements create suspicion that the company truly might not be committed to the social cause. If the advertisement is low in emotional intensity, however, guilt appeals lower negative inferences and act as a stimulus to foster consumer identification and positive perceptions of corporate image.

Article

Palau Pledge, one of 2018’s most celebrated campaigns, made a real difference to the environmental fortunes of tiny Pacific Island nation, Palau, and how it managed tourists.

Research Paper

This article presents a study of young voter engagement in relation to the EU referendum—a democratic vote on the United Kingdom's membership of the European Union.

Research Paper

Baileys Irish Cream, a cream-based liqueur, combined a diverse set of approaches to create a single, compelling story about behaviour change to make a compelling pitch to UK retailers.

Opinion

WGSN’s Andrea Bell, head of Mindset, strategic insights, gives her views on what will be the drivers of change from a consumer point of view in 2019.

News

Advertisers are frequently encouraged to use emotions in their advertising but they should not think that an emotional campaign is necessarily the same as a successful campaign.

Research Paper

Netquest, a market researcher, designed a new method to detect Personal Identifiable Information (PII) based on "learning from experience" with participants from Brazil, Mexico, Spain and the United States.

Research Paper

Shionogi, a Japanese pharmaceutical company, introduced MouseTracker technology in the UK, a method that it has integrated into classic in-depth interviews to gain richer insight on critical business decisions.

News

Emotional print ads are typically more persuasive than informational appeals, except when the goal is to highlight a brand’s unique selling proposition, according to a study published in the Journal of Advertising Research (JAR).

Research Paper

The research team for an energy drink company addressed the concepts around the nonconscious drivers of consumption by creating a model of the UK consumer’s mind and how the different parts of it collaborate to achieve the consumer’s goals.

Research Paper

The British Broadcasting Corporation (BBC) researched the emotional impact of content marketing and how that can be used as a campaign metric.

News

Procter & Gamble, the FMCG giant, is using an “eyes on the consumer, hands on the keyboard” approach to understanding its target audience, meaning it can tap into a wide variety of research techniques for this purpose.

Article

Procter & Gamble, the consumer goods giant, is using the power of data and analytics to complement its long-standing excellence in traditional modes of market research.

Article

Discusses seven Behavioural Science based concepts which are key tools for optimising everyday communications: Choice Architecture, Salience, Anchoring, Framing, Chunking, Cognitive Ease and Social Norms.

Article

Outlines a simple four-step process for applying behavioural science to optimise everyday communications.

Article

To guarantee a successful launch, mapping behaviours and need states against the roles that brands play in consumers’ lives can lead to more effective brand experiences that build affinity with the audience.

News

FOLKESTONE: Research on social networks and public health interventions in Honduran villages has potential implications for making influencer marketing more effective.

Article

Social networks are governed by some unexpected factors, including the genes of people you’ve never met, says Yale University’s Professor Nicholas Christakis, whose research has explored three different types of “social contagion”.

Research Paper

As marketers, we are confronted by an increasingly complex world—one characterized by markets that emerge and evolve at an unprecedented rate.

Article

Discusses behavioural science-based initiatives intended to nudge healthier eating and examples of application that sum up what works, and what does not.

Research Paper

Significant resources have been devoted to educating the public about the danger of driving under the influence of alcohol, including antidrunk-driving advertising.

Article

Contextual advertising is difficult to achieve, but can be incredibly powerful, as both Channel 4 and Trinity Mirror show.

Article

Discusses how behavioural science helps us understand why we might often behave in a profligate manner with water - from our tendency to discount the future, our deeply embedded habits and also the fact that energy doesn't communicate our usage in the most cognitively easy ways.

Research Paper

This study examined exposure to three types of e-cigarette marketing—sponsored advertisements, brand pages, and user-created groups—on social networking sites and their influence on health-related outcomes.

Research Paper

This article details research that seeks to discover the nature of ivory consumption in 15 large cities in China, aims to understand consumers' perception toward the ivory ban and assesses effective messaging and mechanisms for demand reduction.