Matt Johnson's Blog, page 9

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 ...

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...

Exceeding Consumer Expectations with The Psychology of Randomness

Key points for exceeding consumer expectations with the psychology of randomness:

When we can have anything, we still want what we can’t expect. Randomness holds a special power in human psychology

This shows up for consumers in different ways: consumers of...

How Social Identity Impacts Consumer Preferences Towards Physical Products

Key points about this research on social identity and consumer preferences:

Despite the digital revolution, there are still instances in which the physical version of a product is preferred. 

This research suggests that when the product is linked with the c...

How The Neuroscience of Pain and Pleasure Influences Consumer Psychology

Key points for influencing consumer psychology with the neuroscience of pain:

Consumer behavior is complex, but it ultimately comes down to two motivational drives: pleasure and pain

Neuroscience research, using fMRI, finds that these two variables are cruc...

How to Drive Consumer Behavior Using The Psychology of Memory

Key points for driving consumer behavior with the psychology of memory:

Not all experiences are equally likely to be remembered. By designing for memory, marketers can optimize experiences for later recall

Capturing and maintaining attention is crucial, in ...

Driving Consumer Behavior with The (Unintutive) Psychology of Incentives

Key points for applying the psychology of incentives to marketing:

The Cobra Effect teaches us that, while incentives can be powerful, they can easily backfire if not understood correctly

In marketing, the power of variable reward is critical, as it can hav...

Why Marketers Need to Understand The Psychology of Incentives

Key points for applying the psychology of incentives to marketing:

The Cobra Effect teaches us that, while incentives can be powerful, they can easily backfire if not understood correctly

In marketing, the power of variable reward is critical, as it can hav...

What Christmas Ads Teach us about the Neuroscience of Brand Associations

Key points for how to build a Christmas brand using the neuroscience of associations:

Brand building ultimately comes down to how the brain learns associations, and develops basic categories of knowledge

Brands like Coke and John Lewis have successfully har...

The Neuroscience of Branding

Key points of the neuroscience of branding: 

The brand exists in the mind of the market, and in the brains of consumers.

Taken a level deeper, the brand is a pattern of connectivity in the brain's temporal lobes, representing the totality of semantic and em...