An example can illustrate the complexities of decision-making under the decision journey framework as compared to the purchase funnel framework. Imagine Chris, a consumer in today’s market ...

The way in which consumers are influenced by emotions in the decision-making process has become evident in the last couple of decades. Traditionally, consumers have been asked ‘how they feel ...

He studies the impact of changing confidence on consumer decision-making and advises investors, businesses and policymakers. He coined the term “K-shaped recovery" to describe the pandemic's ...

These triggers often play a significant role in our decision-making process as consumers. For marketers, understanding them is crucial to crafting effective strategies that align with customer ...

T he ways in which humans can be triggered into making irrational decisions are many and varied. Investors make higher bids for stocks when the sun is shining. If you add paper packaging to a ...

Whilst there is currently no exact guide on how consumers respond to their emotions, it is evident that emotions are steering the decision-making process. For example, as a consumer, you should be ...