Matt Johnson's Blog, page 8
March 28, 2023
The Downsides of Digital Personalization in Consumer Psychology
Key points for the risks of digital personalization in the consumer world
The consumer world is great at conforming to our unique likes, desires, and preferences. Nearly every digital platform, from Amazon to Netflix, provides a digital experience which is...
March 21, 2023
How to Create Brand Meaning: Customer Expectations of Big Brands and Small Brands
Key points for establishing brand meaning and distinguishing small brands from big brands:
Creating a great brand is ultimately about cultivating brand meaning: a deep connection in the mind and life of the consumer
The expectations for a brand are very di...
March 17, 2023
How should Marketers think about The Psychology of Consumer Choice?
Consumer choice is a complex topic. On the one hand, consumers claim they want options. But on the other hand, t...
March 16, 2023
What the Press for Champagne Button Teaches us about Consumer Psychology
One of the most consistently effective principles in all of behavioral science is the idea of reducing friction:...
February 9, 2023
How to Build a Brand Community Using Consumer Psychology
Key points for using consumer psychology to build a brand community:
Communities form when people are brought together for shared activities and experiences which center around the brand
Brand language can play a large role in galvanizing the brand commun...
February 2, 2023
Why Neuroscience and Consumer Psychology Are Key to Unlocking Phygital Retail
Key points for applying consumer psychology to phygital retail:
The key to understanding phygital retail is to take a step back and observe that purchase decisions come down to two fundamental elements of consumer psychology: pleasure and pain
At the level ...
January 31, 2023
How Marketers Can Unlock Serendipity in Product Experiences
Key points for applying serendipity to product experiences:
Serendipitous experiences are highly varied, but they share three common features. Encounters that produce serendipity are enjoyable, unpredictable, and inexplicable
Designing for serendipity in pr...
The Untapped Power of Serendipity in Consumer Psychology
Key points about this research on serendipity and consumer psychology:
All things being equal, consumers enjoy serendipity: coming across products by chance, as opposed to having them chosen for them. This is true both for algorithmic personalization, as w...
How Does Happenstance Influence Consumer Psychology?
Key points about this research on happenstance and consumer psychology:
Marketers should pay close attention to the broader context that encircles a consumer's experience with a product. In particular, consumers tend to enjoy happenstance with products: a ...
January 30, 2023
How Mementos Influence Consumer Psychology
Key points about this research on mementos and psychological ownership:
Mementos are an underappreciated area of consumer psychology. The results carry a number of direct implications for both marketers and consumers:
Many industries, such as second-hand c...
