Insights Review

Posts categorized "Consumer Choice"


Rise of the Renter

In the bottom corner on the final page of the July 22, 1904 edition of The Minneapolis Journal, Great Western Cycle Co. placed an advertisement: 20 percent discount on bicycle purchases, “Edison New...

July 17, 2014

Higher Goals: How to Deal With Too Many Choices

What if there’s such as thing as choice overload, where consumers are confronted by so many options that they start to panic? Could it push them away and cause them to defer their purchases or...

July 9, 2014

Measuring the Reign of Moods

This question is of essential relevance to marketers, who advertise on the premise that shining positive light on a product will encourage consumers, later, to buy that product. But what if positive...

April 30, 2014

The More Things Change…

A fascinating series of experiments out of the Yale Center for Customer Insights found that our perceptions of similarity are more complicated than common sense—and decades-old academic modeling—...

March 4, 2014

The Irrational Consumer: Four Secrets to Engaging Shoppers

Economists and marketers have long assumed that potential customers rationally weigh the costs and benefits of every possible choice before deciding what to buy. Under this assumption, marketers use...

May 23, 2012

The Power of Celebrity

In an episode of the popular sitcom Seinfeld, George thinks he has purchased a car that once belonged to the actor Jon Voight. In every conversation he finds a way to drop in the name and basks in...

November 16, 2011