Most organizations don’t understand consumer behavior or how and why their marketing works (or doesn’t work). Consumer.ology by Philip Graves

A study looking specifically at consumer attitudes found that consumers who had been asked to evaluate products individually, and were then told that their peers had evaluated the same products negatively, were heavily influenced by what they heard…. Read More

If you want to know why someone does or doesn’t buy, you have to understand how the environment shapes behavior. Divorcing the quest for understanding from the context in which it takes place is a recipe for leading… Read More

What matters is not what consumers say but what they do and why they really do it. Consumer.ology by Philip Graves

If something seems plausible, impresses us, fits with what we’d like to think, or has been sold to us persuasively, we are willing to treat it as truth. Consumer.ology by Philip Graves

We’re not aware of changing our minds even when we do change our minds. And most people, after they change their minds, reconstruct their past opinion – they believe they always thought that. Consumer.ology by Philip Graves

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

Research has shown that print adverts processed outside of conscious awareness shift attitudes just as much as those processed consciously. 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

People watching a televised political debate were heavily swayed by what they believed other people thought about the candidates’ performance. 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

Too many organizations align their projects to a research process that can easily reject a good idea or endorse a bad one. Consumer.ology by Philip Graves

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

Ultimately, what consumers believe influences their choices isn’t necessarily what does. Consumer.ology by Philip Graves

When it comes to testing an idea there can be no substitute for live testing: trialing a concept in a real-life situation and observing what happens (from a suitably discreet distance) as a consequence. Consumer.ology by Philip Graves

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

The one factor has been of more concern and made more of a difference to sales in any one period than anything else: The weather 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