The AIDA model of advertising identifies Attention, Interest, Desire and Action as key to the effectiveness of an advert. In order to measure the physiology behind advertising effectiveness, a research team used experiments involving public service announcements (PSAs) and focused specifically on the attention and action components of the model. PSAs are good foundations for […]
Read More… from Neurobiological Clues to Advertising Effectiveness
Many organizations must deal with multiple ‘logics’ that come with different and often conflicting or competing rules of the game. For example, organizations in the medical field must balance the logics of science and care. Companies in the micro-finance industry balance commercial and development logics: they are bankers who are also involved in advancing developing […]
Read More… from The Role of Identity When an Organization’s Purpose Changes
Research has shown that downsizing will often have a direct negative impact on customer satisfaction, and this negative impact results in a decline in business performance. This causal chain seems clear and intuitive. New research confirms the assumption that downsizing hurts customer satisfaction, and as a result, reduces the financial performance of the company. However, […]
Read More… from When Does Downsizing Hurt Customer Satisfaction?
Companies marketing a new innovation or a new technology are rarely interested in older consumers, and for good reason. Past research shows that older consumers are much less likely to adopt new technologies or innovative products than younger consumers. The most common reasons given for this reticence are that older consumers have a psychological barrier […]
Read More… from Incentivizing Older Consumers to Adopt New Technologies
The best companies are forward-looking. They are not only concerned with what customers want to buy today, but what they will want to buy in the future. A company’s ability to project future customer needs is usually tied to factors such as how much a company knows about its customer and the extent of customer […]
Read More… from Work with Customers to Understand and Shape their Future Needs
The amount of data we generate today boggles the mind. As much as 90% of all data in the world today was created in the past 2 years, writes Keith Carter, adjunct associate professor in the Department of Decision Sciences at National University Singapore Business School and author of the book "Actionable Intelligence: A Guide to […]
Read More… from Harness Big Data Using Visualisation Software Tools
Before going to a store, consumers have an expectation in their minds about how much the product they want to buy will cost at that store, and at other stores. Once they see the actual price in the store, they will update their expectations about the prices they might find for the product at other […]
Read More… from How Price Expectations Drive Customer Purchasing Decisions
Internet-based sales have been growing steadily — companies report a 25% increase in the past year alone, according to a survey of 351 marketing executives. Not surprisingly, investment in digital marketing has also been increasing — companies expect to increase their spending on digital marketing by nearly 11% in the next year while, in contrast, […]
Read More… from Social Media Grabbing a Major Share of the Marketing Budget
Crowdsourcing and social media channels have largely replaced the private channels between a lone individual and an organization with a public debate in which external contributors not only submit suggestions but also vote for and comment on suggestions made by others. In the best cases, these interactions evolve into a vibrant initiative, granting the host […]
Özalp Özer of The University of Texas at Dallas and Yanchong Zheng of MIT Sloan researched the role of regret and availability misperception in shaping a retailer's pricing and inventory strategies. They found that forward-looking consumers who see a product they want to buy will hesitate: should they buy it now, or wait till later when […]
