Consumer behavior

What consumers truly value can be difficult to pin down and psychologically complicated. But universal building blocks of value do exist, creating opportunities...

Marketers often worry that performance marketing and its focus on short-term sales is crowding out brand-building activities aimed at enhancing customer...

And what managers can do to help their international teams succeed.

Companies that introduce sustainable offerings face a frustrating paradox: Most consumers report positive attitudes toward eco-friendly products and services,...

When a company connects with customers' emotions, the payoff can be huge. Yet building such connections is often more guesswork than science. To remedy...

Seven key elements to look at, according to research.

The field of neuromarketing, sometimes known as consumer neuroscience, studies the brain to predict and potentially even manipulate consumer behavior...

Companies spend lots of time and money on complex tools to assess customer satisfaction. But they're measuring the wrong thing. The best predictor of...

Most executives know how pricing influences the demand for a product, but few of them realize how it affects the consumption of a product. In this article,...

Your strategy should be driven by relationship-building - not shiny new tech.

Do highly creative ads really inspire people to buy products? Studies have found that creative messages get more attention and lead to positive attitudes...

Because no two recessions are exactly alike, marketers find themselves in poorly charted waters every time one occurs. But guidance is available, say...

Takeaways from an analysis of millions of consumer data points.

And window dressing doesn’t cut it.

Discount retailer Dollar Bill's has been struggling to maintain its margins over the past two years because of inflationary pressures, delays on imported...

No industrialized nation can be an economic island, yet Japan continues to behave like one. When foreign goods and services--such as food, airline tickets,...

An advanced AI model considers much more than what competitors are charging.

Many companies envision mobile ads becoming an integral part of their communications strategies. But there's a growing consensus that ads don't work on...

Consider the principle behind blind taste tests.

Three guidelines for marketers.