Consumer Psychology

The field of research that understands what your customer wants.

Irrational Consumers

Taken from my thesis - Needs editing. Background info

The field of consumer behaviour has evolved from believing that consumers are linear and rational, to understanding that various psychological factors have an influence on buying behaviour. System 1 and System 2 provide the underlying framework for understanding human processes, which are necessary to demonstrate how priming can influence individuals below their level of conscious awareness. Building from this brief overview, this thesis will explore the existing literature regarding subconscious influences on consumer behaviour, motivating the work and contributions of this thesis.

The field of consumer behaviour has evolved from believing that consumers are linear and rational, to understanding that various psychological factors have an influence on buying behaviour. System 1 and System 2 provide the underlying framework for understanding human processes, which are necessary to demonstrate how priming can influence individuals below their level of conscious awareness. Building from this brief overview, this thesis will explore the existing literature regarding subconscious influences on consumer behaviour, motivating the work and contributions of this thesis.

What Is A Nudge?

Worth having this section?

"Shot into the zeitgeist by Richard Thaler and Cass Sunsteins’ book “Nudge – Improving Decisions About Wealth, Health And Happiness” in 2008, Nudge theory is now applied by over 70% of governments around the world to help improve the lives of their citizens. Born from Thaler’s research in the field of behavioural economics, nudges make use of humans’ cognitive boundaries, biases, and automatic habits. It is important to note that nudges do not force people into a specific choice, nor do they ban options or dictate outcomes. Nudges are subtle changes in choice architecture and environment to help people make better decisions."

So What?

How can previous studies of consumer behaviour inform my marketing strategy, or improve my creative decisions?

Here I need to write about the application of understanding human biases, shortcuts, and behaviours, and how understanding these can harness and predict and influence how customers will behave. Be careful not to sound too "Big Brother"

Understanding the biases and mental shortcuts that consumers are likely to make enables you to make your customers experience easier.

Examples of the kind of problems we can solve using behavioural science

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