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Leader Driven Primacy: Using Attribute Order to Affect Consumer Choice

Even the order in which product attributes are presented can affect consumer preferences. When presented with two similar products, people tended to prefer the superior brand overall. However, when an attribute favoring the inferior brand was presented first, people were significantly more likely to choose the inferior brand than when an attribute favoring the superior […]

July 2014 Georgetown University Problem Index (GUPI)

The latest Georgetown University Problem Index (GUPI) Report is here! The GUPI is a measure of consumers’ problems that require market solutions at any point and a valuable resource for gaining insight into the current problems that consumers are facing and what drives consumers to the marketplace. Check it out to learn how consumers’ reported […]

Whack a Goal

Consumers may have a difficult making decisions when they have conflicting goals, such as a desire to eat a slice of chocolate cake over avoiding the cake in order to stay healthy. Goals that are ignored can come back to haunt consumers, causing people to flip flop in between goals. This also causes a lot of […]

Thinking Outside the Price

Consumers don’t always go for the best value.  Small businesses and socially conscious firms that can’t match the prices of large corporations can still compete. But they have to know how to frame the competition for consumers—they have to tell the right story in the right way. And large companies must be aware of this […]

Unrealistic Optimism

Consumers are unrealistically optimistic about how they compare to others, what they are able to accomplish, and at what speed they will actually accomplish it. This optimism influences the consumer decision making process in areas such as insurance, retirement, fitness, travel, and health. The unrealistic outlook can both affect inevitable decisions (how much to save […]

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