Consumer behaviour encompasses the decisions and actions of individuals and groups in acquiring, using and disposing of goods and services. It is shaped by an interplay of internal drivers—such as ...

While the psychology of consumer behavior would veer off into a number of different directions in the 1950s, its core remained psychoanalytic theory brought over from Europe in the 1930s. Nothing ...

Market mavenism describes a segment of consumers distinguished by their extensive marketplace knowledge and eagerness to share information with others. These individuals act as hubs in social and ...

Last year, AI clearly moved from novelty to expectation. Hyper-personalisation ceased to be optional and became a competitive baseline, brands that failed here struggled to retain relevance. Studies ...

Manufacturers have traditionally relied on sales figures to understand where they stand with consumers, but by the time those ...

Paradoxical tensions among consumers are making their behavior unpredictable and baffling many sellers, according to a report released Monday by a global strategy and management consulting firm.

For decades, companies measured brand strength through awareness: reach, impressions and audience size. Yet across retail environments, fan conventions and digital communities, a different metric has ...

When it comes to modern marketing, consumer research provides marketers with the insights needed to keep up with the ever-evolving preferences and behaviors of their audience. Consumer research ...

Social media influencers (SMIs) pose psychological, health and security risks and need tighter regulation, a new study finds. SMIs have revolutionized marketing, shaping consumer behavior, brand ...

Brain imaging and consumer surveys predict different stages of the purchase journey – a distinction that can make or break a product launch.