We are easy prey for drip pricing, the practice of incrementally disclosing unavoidable additional fees, squeezing our wallets and feeling unfair.
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Articles on Consumer psychology
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Audiences love improvised, off-the-cuff entertainment, and new research suggests it’s because spontaneity seems to offer a glimpse of the performer’s authentic self.
Our relationship with money is complex – but when it comes time to indulge or resist the sales, a few tricks can help your spending.
How to protect your future self from post-purchase regret.
Research suggests that the name of a product affects our perceptions of it – before we have even tried it.
Choosing the wrong gift can damage a relationship. Here is some advice, based on decades of research, on how to side-step the pitfalls.
Right now, physical distancing is the most important preventive strategy we have against COVID-19. So why is it so hard for us to do what’s right?
People are more receptive to a caring tone than fighting talk.
The trick is changing our actual behaviour, as well as our intentions.
United Airlines faced a public relations nightmare when they dragged a man off a flight in 2017 – until the blame shifted back to the victim.
Pot taxes will change the ability of some to purchase recreational marijuana.
Most pricing structures nudge us to spend more. But there’s a particularly cunning type of pricing that can get us to swap our preference from a cheaper to a more expensive option.
Some people are more inclined to give when they know their friends will find out.
Ingvar Kamprad’s Ikea revolutionised retail by popularising flat-pack furniture and building maze-like stores.
Marketing has moved from a focus on the product itself to the consumer, who they are and finally, how they think.
Will you buy the new iPhone straight away?
Or do you buy your smartphone based on its cost-benefits? Either way Apple might be using your own psychology against you.
Top contributors
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Reader in Consumer Psychology, Anglia Ruskin University
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Associate Professor of Marketing, University of Technology Sydney
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Professor of Marketing and Consumer Behaviour, Queensland University of Technology
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Susman Professor in Sustainability and Professor of Marketing, Penn State
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Professor in Organisational Psychology, Dublin City University
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Assistant Professor of Marketing, Portland State University
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Senior Lecturer in Marketing, Nottingham Trent University
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Graduate Research Assistant, George Mason University
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Clinical Associate Professor, Faculty of Medicine, University of British Columbia
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Lecturer in Marketing, University of Leeds
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Assistant Professor of Marketing, University of Wisconsin-Milwaukee
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Assistant Professor of Marketing, Cornell University
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Senior Research Fellow, Australian National University
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The University of Queensland
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Assistant Professor of Marketing, University of Oregon
