How to Be an Unbiased Marketer

Marketers confuse their personal preferences with customer preferences (e.g. I like this feature, so will my customers). Actively fighting it can remove this bias, but not always. | Continue reading | 2 days ago

Brands Improve People’s Performance

When people struggle with a difficult task, using a brand can help them perform better. For example, people who drank water from a Gatorade cup exercised harder and longer. | Continue reading | 8 days ago

Uppercase brand names feel more premium

UPPERCASE brand names feel more premium, and people looking for high-end products are more likely to buy them. Mixed or lowercase names feel more mainstream. | Continue reading | 10 days ago

Showing costs boosts trust, and sales

Sales of a chicken noodle soup increased 21.1% when people were shown the costs of making it. The effect works for most products. | Continue reading | 15 days ago

What makes YouTube videos successful?

Use a subjective tone and don’t overwhelm with information. Ideal length is 10min or longer and published during non-business hours. | Continue reading | 17 days ago

Use color saturation to change the size perception of your product

Color saturation can change how much we like a product (e.g. if larger is better), how much we’d pay for it (18.5% more for a suitcase, in an experiment), and how we use it. | Continue reading | 22 days ago

High quality audio makes you sound smarter

People rated a physicist’s talk as 19.3% better when they listened to it in high (vs low) audio quality. They also thought he was smarter and liked him more. | Continue reading | 29 days ago

Which ads work best in emerging vs. developed markets

In ads in emerging markets, focus on functional benefits (e.g. product benefits, quality, value). In developed markets, focus on the emotional experience around the product. | Continue reading | 1 month ago

Stop new customers from pushing away existing ones

Existing customers feel threatened when customers different from them start using the same brand. Retain them by offering more exclusive upgrades. | Continue reading | 1 month ago

Emotionally volatile content is more engaging

Frequent, big, emotional ups and down in content make it more engaging. For example, a 31.75% increase in volatility in movies is associated with a 1-point higher rating on IMDb. | Continue reading | 1 month ago

New study: What makes a voice persuasive

Voice tones that sound stressed (-27%) and emotional (-29%) are less likely to persuade. A focused, low-pitched tone is most effective (+30%) | Continue reading | 1 month ago