An interesting study, “Why recommend a brand face-to-face but not on Facebook?” has just been published in the Journal of Consumer Psychology, looking at differences between word of mouth recommendations in social media and in person. Bottom line, people are far less likely to recommend brands to each other in social media because of the perceived ‘social risk’ …

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First impressions matter – so what if you’re about to launch a new brand or product – how do you create that all-important first impression? Well, the short answer from the psychology of first impressions is to trigger positive stereotypical associations. Our ‘gut’ reaction to something or someone new is based on explicit and implicit inferences we …

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We all want the best quality bang for our buck – it’s what consumer psychologists call “value maximisation“.  Value maximisation is arguably the most important, and most central concept to understanding what guides consumer behaviour (without it, very little consumer behaviour makes any sense at all).  And digital helps consumers value maximise by providing more information and …

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What do top fashion models – Gisele Bündchen, Candice Swanepoel, along with Naomi Watts and virtual icon Hatsune Miku have to do with content marketing?  Everything. Here’s a short deck for download that explains all What the ?#%& is Content Marketing?, put together for this summer’s Digital Innovation Day by SYZYGY group of digital agencies, covering …

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Have you just been an unknowing subject in a massive psychological experiment run by Facebook on mass mood-control? Facebook is feeling the heat after revealing that it enrolled 689,003 Facebook users into a covert psychological experiment using ‘emotional contagion ‘ to control people’s mood by manipulating what they see in their news feed (download full …

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More evidence about the power of association (vs. persuasion) in marketing. A new online study by the University of Houston has found that simply adding buzzwords associated with an attractive benefit makes a product appear more attractive – independently of any persuasion attempt.  The study, by Dr Temple Northup looked at buzzwords associated with the idea of healthy …

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Google has just published a report segmenting ‘Gen C’ (connected consumers) into three ‘seeker’ profiles based on their primary motivation for going online Entertainment seekers Connection seekers Information seekers Logically enough, Google suggests that your digital marketing should start with – and match up to consumer motivations.  But, according to Google – information seekers should be your priority because …

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The longer you make people wait with an app or a site, the less satisfied they become, right? Not always. There is a curious effect – the Kayak Effect – named after the popular travel price comparison app, that results in satisfaction and perceptions of value actually increasing with wait time – particularly if the app …

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There are a lot of theories about the rise of the selfie – a healthy celebration of an empowered self, or dysfunctional ‘self-image masturbation’ for an insecure psyche. But perhaps the best way to understand the selfie is simply as apparel.  The selfie is virtual clothing for our digital age, it dresses us up and communicates to the world who …

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One of the most popular articles on the web this week on marketing psychology is The Psychology of Color in Marketing and Branding. The article bust some of the myths and summarises major research into how colours influence brand perception and consumer behaviour. Bottom-line, beware of any paint-by-numbers solutions in digital marketing; colours have no intrinsic meaning – …

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How can digital marketers harness the ‘power of suggestion’ to achieve their marketing objectives? We’ve seen that ‘mere exposure’ to marketing material can influence (and be disrupted if we chew!) people independently of any conscious persuasion effect.  So how can marketers use human suggestibility to do better marketing?  Here’s the skinny, based on a talk I’m giving …

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Pop chewing gum in your mouth before you’re exposed to advertising, and you’ll be immune from that advertising.  That’s the finding of a recent study in the Journal of Consumer Psychology (full paper) which found that the effects of advertising, both physiological and attitudinal, were completely obliterated by chewing gum during exposure to advertising. How …

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