We’re generally poor at predicting how events will impact future states of happiness. And yet, if we’re going to make good decisions in the present, we need to empathize with our future selves at some level. How can we reconcile this? The answer may lie with art, visualization, and social cognition.
Market segmentation is a valuable strategic tool in marketing. How to properly do segmentation is, however, not widely known. In this article, I lay out the principles of segmentation and provide a step-by-step guide.
There have never been more options to choose from when paying. Under conventional Economics assumptions, this should not make a difference in either decision-making or outcomes. According to behavioral economics, however, the payment method chosen does impact (financial) decision-making and its possible outcomes. In this article we dive into the impact a payment method can have on financial decision-making.
Prospect theory proposes that when making decisions people use a reference point to frame prospective alternative outcomes as either potential gains or losses; when considering prospective gains, they are risk-averse and prefer certainty, but when considering prospective losses, they are risk-prone and prefer to risk the possibility of larger but uncertain losses. However, when setting prices people make decisions that contradict prospect theory: they are risk prone when cutting prices with the prospect of revenue gains, and risk averse when raising prices that they associate with perceived revenue losses.
Should we postpone a decision to collect more information or decide based on the information already available? This is a typical dilemma not only in business life. Psychologists have found that most people tend to wait too long and spend too much on information collection. Why is that the case? Our study gives a surprising answer.
Obesity has become a health crisis in many countries. Some governments have begun to mandate the display of calorie information on fast-food menus. However, research has offered mixed results regarding the effect of calorie information on consumed calories. This may be partly explained by two opposing forces: the calorie content of food alternatives and the relative calorie distance between food items. New research reported here suggests that the impact of calorie information depends on the relative magnitudes of these two variables.
A typical behavioral pattern of investors is to reduce stock market exposure after a crash. We suggest a simple nudge based on the IKEA effect and the endowment effect that reduces this problem substantially: In case of a market crash, stockholders who have chosen their own portfolios are more likely to stick with their investment choices.
Marketing theories on loyalty mostly dismiss the idea that consumer's repeated usage of the brand may be a result of a habit, rather than any emotional commitment to the brand. As a result, loyalty marketing often misses one vital component of generating customer stickiness - trying to convert brand choice into a habit. Neuro-imaging suggests that as actions are repeated, the activity in areas of brain involved in decision making actually decreases. This calls for an additional perspective of looking at loyalty as creating a habit loop. It may not involve significant additional resources, but can substantially enhance the effectiveness of the loyalty programs or marketing.
Color can affect judgment and decision making, and its effects may vary across cultures. Research reported in this article shows that cross-cultural color effects on risk preferences are influenced by personal associations of color-gain/loss. Our research finds a cultural reactance effect, a phenomenon in which people who hold culturally incongruent (vs. cultural mainstream) color associations show a stronger risk preference.
There are “moral meanings” that people ascribe to objects in white and black colors. We show that consumers see buying a product in white color as an act that is morally good and buying a product in black color as an act that is morally bad. Those who buy white-colored products feel licensed to behave less prosocially afterward, while those who buy black-colored products are more prosocial as they feel a need to compensate for their initial misconduct.
