When it comes down to a real purchase decision, the unconscious mind’s desire to avoid risks can often make the choice of something new feel far less appealing. Consumer.ology by Philip Graves

It appears that the conscious mind recognizes what it has seen before and, because it is familiar, can process it more fluently, which creates the feeling of liking something more. Unconscious familiarity breeds affection! Consumer.ology by Philip Graves

On a daily basis, you frequently make an unconscious decision not to do something new… …to put your shoes on in the same order… …to buy the same newspaper every day… …to watch an episode of a television… Read More

Finding a way to live tests products, services, and marketing communication ideas is the only reliable way of evaluating consumer response. Consumer.ology by Philip Graves

When the visual clutter of a category was reduced consumers were: 1.) Happy to spend longer in it. 2.) Found it easier to distinguish the products and the ones that were of potential interest to them. 3.) Could… Read More

The more established and routine the behavior, the more likely it is to be dominated by unconscious drivers. Consumer.ology by Philip Graves

Tests have shown that consumers are able to detect patterns and adapt our behavior well in advance of having conscious awareness of the calculations our unconscious has made. Consumer.ology by Philip Graves

When the familiar design of the product has changed to deliver the news that the recipe has altered, the most likely reaction is to focus on what has been lost rather than what might be gained. Consumer.ology by Philip… Read More

Our selective attention is continually screening out a huge amount of information but that doesn’t mean that this information isn’t being processed. While we are not consciously processing it, our unconscious mind can be changed by what passes… Read More

Generally, people perceive their own actions as self-generated, well-intentioned, sensible behavior. Consumer.ology by Philip Graves

The unconscious mind is the real driver of consumer behavior. Understanding consumers is largely a matter of understanding how the unconscious mind operates. Consumer.ology by Philip Graves

The more familiar and efficient the process is (or any one part of it is), the more likely it is to be driven by mental processes outside of conscious awareness. How much of an American consumer’s soda-buying process… Read More

People will invent reasons for a preference in research when none can exist. Consumer.ology by Philip Graves

Light levels have an effect on brain chemistry: light regulates the body clock and is associated with the release of serotonin, which plays an important role in the regulation of mood, anger, and aggression. Consumer.ology by Philip Graves

When people see others doing something, at the very least they tend to form a view about it, and in many cases will go ahead and copy it. Consumer.ology by Philip Graves

When a person’s fear that they will miss out offsets their perceived risk in making the purchase, they have a powerful motivation to act. How much more quickly do you press the ‘buy’ button when a website tells… Read More

Identify the top websites in your sector, and deconstruct their website’s logic. Prosperous brands organize their websites and social media platforms on the advice and research of very expensive media agencies studies, advice, and data. Reverse engineer their… Read More

An intriguing aspect of our willingness to follow the flock is that we don’t actually need to see the flock ourselves: it’s enough for someone to tell us what the flock is doing. Consumer.ology by Philip Graves

If consumers pick up on a message they will unconsciously seek evidence to support it. Consumer.ology by Philip Graves