12 Common Biases and How They Influence Decision-Making
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12 Common Biases and How They Influence Decision-Making

People are not rational decision makers. Quite the contrary we are highly irrational in almost everything we do. That’s because despite best intentions to remain as objective as possible there are just so many things that influence us in any given moment — both on a conscious level and on a broader emotional and subconscious…

Advice To Business Owners: Don’t Ignore Brand Hate

Advice To Business Owners: Don’t Ignore Brand Hate

Brand hate is inevitable for every business. As people grow a liking to you, other people start to dislike you. Brand hate is caused by three key emotions: disgust, contempt and anger in different combinations that lead to different behavioral outcomes. Marketing discussion tends to focus on the positive emotional attributes in branding. You hear…

What is a high involvement purchase decision?

What is a high involvement purchase decision?

Consumers make both low and high involvement purchase decisions. Low involvement decisions are quick and automatic while high involvement decisions take much more effort. A high involvement purchase decision can have low involvement steps and is shaped by a number of personal and situational factors. Consumers make decisions that are either high involvement or low…