consumer behavior
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The other day, several brainwooers participated in a webinar that discussed insights into the growing Baby Boomer generation and the best ways to reach them. The webinar was based on the book Turning Silver into Gold: How to Profit in the New Boomer Marketplace by Dr. Mary S. Furlong.
There were several interesting facts that marketers seem to overlook when trying to reach this market. With a little more understanding of this audience, marketers should be able to creatively reach them where...
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Each year, luxury brands and couture fashion designers show off their best designs during New York's Fashion Week. It's not unusual to see the newest luxury car models sitting outside the runways at these fashion shows. However, this year we saw a different type of product waiting outside the tents for the fashion-forward participants to experience.
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Lane Wallace's TheAtlantic.com article on why fact can't compete with belief was summarized in The Week, the best of the U.S. and international media magazine. Lane asks, "why do people cling to an opinion even after they're presented with contradictory evidence?" In a new study, social science researchers have found that people employ 'motivated reasoning' to fend off any evidence that their strongly held beliefs are wrong. Many people feel they are their opinions, and hate to lose arguments....
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All of us have read or participated in polls and discussions this week about "which was the best Super Bowl ad?" Here's a question for you: are the best ads the ones that "were most liked" or the ones that more viewers "recalled seeing?" As marketers and ad people, we'd like to have the best of both these worlds, wouldn't we? Here's another question: are the ads that are "best liked" also the ones that are "recalled the most?" Many of us...
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In a climate marked by recession, many name-brand products are taking serious hits. In an attempt to save money, some consumers are passing over previously purchased premium items for generics.
According to a Sanford C. Bernstein survey of 834 consumers in December, about two-thirds of consumers had traded down to less-expensive consumer goods over the past 12 months. More than three-quarters of those consumers said the cheaper products were "as good or better" than the more expensive items...
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Super Bowl Sunday is rapidly approaching, and I can predict with certainty, one outcome of the game... everyone will be watching. Well, almost everyone.
Most of us know the Super Bowl generates big numbers. But, when you take a minute to really think about them, they are mind-boggling. For example, about half of all American households tune into the game year after year after year.
To put that into context, of the Top 50 highest-rated TV programs since 1966, the Super Bowl claims 24...
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If so, then you may be interested to know which marketing strategies work best for Low-Involvement (LI) products and services. (This is the 3rd installment on Consumer Involvement Theory (CIT). To catch up, click on my photo, and you can read any of the HI/LI blogs written to date.)
We’ve been discussing the two dimensions of CIT—Involvement and Rational/Emotional. In LI categories consumers don’t spend much energy, time, or resources in making a purchase decision. Think...
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If you've followed the brainwoo.com blog, you might have seen two previous posts about Dr. John Medina's book, Brain Rules. In those posts, I reviewed rules 1-8. For Rules 9 and 10, a video review seemed appropriate since those two rules are about Sensory Integration and Vision. Hope you enjoy the change of pace and medium!
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You can count on January for a few things: tighter jeans, New Year’s resolutions, and predictions for how the rest of the year will play out.
I can’t help you with the jeans and I won’t add to the list of resolutions, but I do want to share some predictions I found that are pretty insightful.
The folks at Trend Watching recently published the piece, “10 Crucial Consumer Trends for 2010.” In it, they explain the consumer trends that will shape 2010 and beyond. They talk about everything from...
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Strange title, I know. But if you’ve been reading my blogs on HIGH INVOLVEMENT categories versus LOW INVOLVEMENT categories, you’ll remember (they’re available now by clicking my photo) that I promised to explain how a category like uncooked refrigerated chicken breasts can crossover from a LOW INVOLVEMENT decision- making process to a HIGH INVOLVEMENT buying decision, and thus, separate itself from the competition.
By the way, this example applies to any food product that is "All Natural," in...
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