Brand choice is about prediction. Will the brand deliver on its promise? While a brand could deliver many things, rarely is anything certain. This lack of certainty is the choice risk. This uncertainty is a driver of many of their emotions during and after making...
In a previous post, I discussed how the EAST framework, built from behavioural economics, can help diagnose compliance problems and be used to increase the number of your customers. In this post, I’m going to show how I use the framework for fine-tuning research...
You have the product that you know customers will want, the price is right, you have distribution, and the advertising achieved that all-important top-quartile result. So where are all the sales? A simple Behavioural Economics framework may have the answer. In...
A friend of many years helps you to re-turf and landscape the backyard over the long weekend. As a sign of your appreciation, you decide to give them $100 for the effort. After all, he spent his time and incurred costs to help you. Smart move? Surely your friend...
