Life’s little luxuries may sell better if they’re priced with a rounded number – e.g. $20.00, rather than $19.99.  That’s the finding of a new set of five studies in the Journal of Consumer Research that looked at the impact of rounded and non-rounded pricing on product appeal. So whilst the ‘left-hand digit’ effect (we’re …

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Hitting the screens this month is a new Hollywood movie about the power and influence of the smartphone today. A must-see for digital marketers. Starring Samuel L. Jackson (and Colin Firth, Michael Kane and Taron Egerton), Kingsman: The Secret Service is a cautionary tale about how the mobile screen is becoming our window to the world.  If you control the …

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Can you spot 20 hashtags of recent Internet happenings in this artful piece of content marketing commissioned by digital innovation group Syzygy? Each hashtag corresponds to a digital insight that could usefully inform your digital strategy. Check out the hashtags with insights below. And beyond the insights themselves, note the medium chosen for this content marketing.  Art. Psychologically, using digital art for content …

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The Jam Study is one of the most famous experiments in consumer psychology, and new research to be published in the Journal of Consumer Psychology supports the Jam Study’s controversial conclusion; offering consumers less choice can be good for sales. Critically, the study reveals when precisely offering less choice may enhance your sales. If you’re not familiar with …

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The same personality traits that predict men’s preference and openness to one-night stands also predict their selfie behaviour, with interesting implications for marketing. A new study in the psychology journal ‘Personality and Individual Differences’ links ‘dark’ personality traits in adult males (the so-called  ‘Dark Triad’ of narcissism, psychopathy and Machiavellianism) to selfie behaviour. Specifically, the US study, …

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The Hawthorne Effect* is a psychological phenomenon that produces changes to behaviour and belief as a result of increased attention from superiors, experts or researchers. And as 3M has demonstrated, the Hawthorne Effect can unlock B2B content marketing success.  Here’s how… To cut right to the chase, what 3M found is that the secret to B2B content marketing is …

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2014 was another wondrous year for Content Marketing – so here’s a selection of the finest examples of the year’s content marketing on Twitter in an infographic Now That’s What I Call Content Marketing 2014 [PDF, editable Keynote]. In 2014, B2C content marketers found themselves in hashtag hell. Some real gems included US Airways posting pornography on …

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The Dunning–Kruger effect is a cognitive bias in psychology that explains the success of content marketing. But with a twist. The Dunning–Kruger effect is the illusion of competence that comes from ignorance.  We see something and we say to ourselves – ‘I could do that – how hard can it be?’ – without fully understanding the skill …

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Why do normally prudent (or cash-strapped) shoppers go spend-crazy on Black Friday – the post-Thanksgiving annual shopping frenzy? The superficial answer of course is that we shop on Black Friday to get the one-day only deals, allowing us to buy stuff we would have bought anyway for less, or buy stuff we otherwise couldn’t afford. So far, so obvious… But …

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Good news for ‘convenience tech‘.  Convenience is one of the four core motivations for going online according to a new international ATKearney report that includes a survey of 10,000 consumers in United States, the United Kingdom, Germany, Japan, Brazil, Russia, China, India, South Africa, and Nigeria. Convenience Self-expression Exploration Interpersonal Connection Whilst not a huge fan …

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Here’s a short downloadable primer on how sponsorship works from a psychological perspective, using examples from Adidas, Nike, P&G, The North Face, Intel and Coca-Cola – with four strategic implications for effective digital activation. The central idea is that the path to sponsorship success lies in achieving ‘associative coherence’ between the sponsor and the sponsored …

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Sponsorship, the acquisition of rights to affiliate or directly associate with a product, person, organisation, venue, cause, team, league or event, is a rising star in the marketing mix, worth $51BN+ globally and growing at 4%+ annually. But despite exciting new digital opportunities for activating (bringing to life) sponsorship deals – live, on-screen and in situ …

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