Consumer Buying Behavior | Rational Marketing

Unkown Facts About Advertising

A great blog post from The Ad Contrarian published this list of ten great facts that deserve to keep going.

Top 10 Double-Secret Unknown Facts About Advertising

99.9% of people who are served an online display ad do not click on it.
TV viewership is now at its highest point ever.
96% of all retail activity is done in [...]

High End Consumers Don’t Like Splashy Logos

Low- and high-end fashion products tend to have less conspicuous brand markers than midprice goods, according to a paper published in The Journal of Consumer Research. 87% of sunglasses priced $100 to $200 carry a brand name or logo, the same is true for only 28% in the over-$600 price range, according to research by [...]

Great Marketing Power in Hands of Few

Following up on our post about Marketing Power and the suggestion that 80% to 90% of people believe reviews posted by customers.

Forrester Research’s Josh Bernoff and Ted Schadler, authors of Empowered: Unleash Your Employees, Energize Your Customers, and Transform Your Business have found that just 16% of users of blogs, review sites and social networking [...]

Paper Beats Digital For Emotion

According to a study by branding agency Millward Brown retold in a Neuromarketing blog post, physical media left a “deeper footprint” in the brain, even after for controlling for the increase in sensory processing for tangible items.

Images comparing Brain Scans of Paper vs Digital

The study concluded:

Material shown on cards generated more activity within the [...]

Commercials Lead to More Enjoyment

People say they prefer to watch television without ads, yet they enjoy programs that have commercial interruptions more.

The Harvard Business Review recently published the results of a study and asked the authors to “Defend the Research”. The authors found that People who watched a program with commercials were willing to pay 30% more for a [...]

A Tribute to the Underdog

As a tribute to cute costumes and a way to help you consider a possible branding message, we want to share some highlights from Harvard Business School professor, Anat Keinan.

The weaker party is often more attractive to many people. The reason might be due to consumers wanting to identify with the underdog. In today’s economically [...]

Marketing Power

We attended a seminar that suggested that 80% or 90% of people believe posted consumer reviews. The Harvard Business Review’s Daily Stat stated that each year, consumers make more than 500 billion online impressions on one another about products and services.

These WOW numbers reinforce the idea that once your potential customers find you or know [...]

Genetics Affects Survey Response

Genes are responsible for 45% of the variance in people’s response to surveys, according to a survey of more than 1,000 sets of twins. “There is a pretty strong genetic predisposition to not respond to surveys,” says lead researcher Lori Foster Thompson of North Carolina State. The paper, “Genetic underpinnings of survey response,” was co-authored [...]

Planned Retirement Age is Going Up

A Gallup poll found that the number working Americans expecting to retire at 65 or older has risen from 44% to 61% over the last 15 years, while the number predicting retirement before 65 has fallen from 50% to 29%. The reasons may be related to shifting views on the rewards of working, as well [...]

Details from France Provide Signals

The Harvard Business Review’s Daily Stat republished information from the McKinsey Quarterly about how people over age 55 will drive two thirds of all growth in consumer spending in France over the next 20 years. These findings can offer implications for other developed countries.

French Consumers

Consumers do respond differently to different types of media. While [...]

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