Customer Psychology

Brands can no longer rely solely on outdated tropes to connect with increasingly diverse consumers.

The most memorable experiences are suffused with emotion — not extra features or value for money.

Cognitive speed bumps in AI design can prompt users to engage in reflective thought.

Businesses that make and sell products that replicate human connection are serving a deep need, but they may also be changing social norms in ways that can’t be reversed.

To reach millennials, companies are turning to social media micro-influencers as brand ambassadors.

With the advent of digitization and the App economy, the frontiers of customization are expanding further.

“Lawsourcing” campaigns are helping smaller organizations advance legal and public relations goals.

Customers want employee interaction, convenience, and fast transactions in their self-service technology.

Social media as a tool for brand promotion has its drawbacks, but a sound strategy can lead to business rewards.

How much choice do people really want? Default rules, which establish decision-making starting points, can help.

For most companies, pricing has long been a sensitive, private affair. But what happens when you outsource some pricing choices to customers?

It’s easy to say customer satisfaction is very important – but harder to put that into practice.

Encouraging customers to provide feedback directly to a company engages them in valuable ways.

Companies are gaining insights from ethnography, the in-person study of how consumers use a product.

Developmental psychology provides valuable insight into why people use social media differently.

Product selection is one of six significant drivers of customer satisfaction for e-retailers.

Unless companies communicate their CSR achievements wisely, they risk being accused of greenwashing.

The data investigation is all about how companies spot trends and how they figure out what’s going on in those trends.

Warehouse stores like Sam’s Club and Costco charge customers a fee to shop there. Should more companies borrow the idea?

Another method to pursue growth: Use thought experiments to assess new business model possibilities.