If you’re interested in establishing and maintaining your brand as your targeted customers’ preferred choice (and why wouldn’t you be?), understanding and applying Predecisional Distortion – a behavioral economics irrationality – could be your answer. In this article, we define Predecisional Distortion and describe how you can apply it to establish and maintain your brand’s […]
Take a look at this image. What do you see? You might be saying: “This is a smiling car.” Is this car really smiling? I don’t think so. People smile, and maybe animals, but not cars. But if you see a smiling car, you’re not crazy. You’ve just “anthropomorphized” it. This means that you’ve imagined […]
Our apologies to Bill Shakespeare for destroying his famous quote. Perhaps we can recover by providing marketers some better-spoken advice related to selling their products and services. Our advice is based upon well-founded research on “construal levels.” Simply stated, construal levels refer to particular cognitive styles consumers use when they evaluate and decide whether or […]