While traditional advertising still commands the lion’s share of the marketing budget, companies continue to look for alternative communication platforms to enhance their brands, including event marketing. How effective is this type of marketing? Researchers Lia Zarantonello of the IÉSEG School of Management in Lille, France, and Bernd Schmitt of Columbia Business School provide some […]
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When consumers buy two products bundled together, do they see the value of the bundle as the sum of the two values, or is it even more — do consumers see the value of the bundle as more than the sum of the two parts? According to new research, it’s neither. In fact, bundling an […]
Why do people buy? In an era of almost unlimited choices and unprecedented access to products and services, understanding what will push customers to buy a particular product is vital to any kind of business success. Neuroscience, for example, has become a major window into the mind of the consumer. Through an in-depth statistical analysis […]
When we choose products, it is easy to assume we are doing so because of the benefits – or perceived benefits – they offer us. Whether it is the newest generation smartphone, our safe and reliable family car, or our favourite wine, do we not base our choices on the value a particular product holds […]
The way companies inform and report on their CSR programs has evolved in recent years, with online channels either complementing or supplanting more traditional offline methods of communication. Blogs, social media, and company websites all come into play, but how successful are companies at actively engaging and interacting with their stakeholders? Recent research outlines the […]
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Colour has been found to affect cognition, moods and feelings, all of which in turn can influence consumer decision-making. According to the US-based Color Marketing Group, it can increase brand recognition by up to 80 per cent. Not surprisingly then, numerous studies have focused on the effects of colour in marketing and advertising, clearly demonstrating […]
The colour red has long been associated with pleasure, and its effects have long been the subject of research. Studies have suggested that it serves as a ‘heuristic cue’ or shortcut when people make judgments and decisions. (In 2008, for example, researchers found that sports referees assign more points to competitors wearing red than those […]
Word of mouth (WOM) behaviour has attracted a lot of attention from marketing executives in recent years, particularly in light of the increase in size, number and character of online communities. According to a 2012 Marketing Week article, WOM has moved on from the simple message passed on when someone sees a friend face-to-face and […]
A review of consumer research (based mainly in North America) and of literature from marketing and related social science disciplines confirms that marketing affects food consumption in ways beyond advertising. Pricing is one of the strongest influences. One econometric study, for example, found that a 10 per cent increase in prices at fast-food and full-service […]
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Over the past 25 years, use of celebrity endorsement by big-budget advertisers has grown significantly. Despite this, it’s unclear why famous faces should be more effective in advertising than (equally attractive) non-famous ones. Studies in 2005 and 2008 suggested that the pairing of a positively valenced stimulus (a celebrity) with an initially neutral stimulus (a […]
Read More… from Celebrities in Advertising: Neuroscience Insights
