Charities are always trying to understand what type of appeal will increase the likelihood of donations. According to a new study in the Journal of Marketing Research, people are also very driven by seeing the good in themselves. Referencing particularly indulgent products (not a simple cup of coffee), can significantly increase charitable donations.Read More
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 tidy frameworks to help identify ways to influence consumer decisions.
As it turns out, this assumption is wrong. While shopping, we don't think as much as we think we think.Read More