Tag: Paul Conner

Read posts written by Paul Conner on Sentient Decision Science’s implicit market research blog.

FIRST THINGS FIRST! USING PREDECISIONAL DISTORTION TO ESTABLISH AND MAINTAIN BRAND PREFERENCE

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 […]

To Compare or Not To Compare: That is a Question.How marketers can influence consumer decisions when they have and don’t have a feature-based competitive advantage

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 […]

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