A detailed spec sheet convinces one buyer, while a catchy ad convinces another. The Elaboration Likelihood Model explains why, using two routes to persuasion, and what it means for how marketers design their messages.
The Elaboration Likelihood Model Find Out More...
Some customers read every word of a message, while others just trust a familiar face or a five-star rating. The heuristic-systematic model explains these two paths to persuasion and what they mean for marketers.
Heuristic-Systematic Model of Persuasion Find Out More...
Why do customers love one brand and ignore another? A simple guide to consumer beliefs and attitudes, followed through one bakery’s new gluten-free loaf.
Consumer Attitudes and Beliefs Find Out More...
Buying a family car is nothing like buying a box of cereal. A simple guide to the extended decision process, followed through one couple’s car purchase, and what it means for marketers.
The Extended Decision Process Find Out More...
Some brands pop into your head straight away, while others need a hint. A simple guide to top-of-mind, unaided and aided recall, worked through with one coffee chain’s survey results.
Top-of-mind, Aided, and Unaided Recall Metrics Find Out More...
Switching to a new breakfast cereal takes about thirty seconds, but it’s still a real decision. A simple guide to limited problem solving, its stages, and what it means for marketers.
The Limited Decision Process in Consumer Behavior Find Out More...
How stamp cards, points, tiers and cashback are meant to turn occasional customers into loyal ones, and why some reward programs just pay for loyalty that was already there.
Using Rewards to Drive Loyalty Find Out More...
In this article, we will explore the strengths, weaknesses, opportunities, and threats that a child care business may face, providing valuable insights for center owners and managers.
Example SWOT Analysis for a Child Care Center Find Out More...
Why grabbing a chocolate bar feels nothing like choosing a laptop. A simple guide to high and low involvement purchases, Assael’s four buying behaviors, and what they mean for marketers.
High and Low Involvement Purchases Find Out More...
A worked example of a SWOT analysis for a department store, covering internal strengths and weaknesses, external opportunities and threats, and how the factors connect.
Example SWOT Analysis for a Department Store Find Out More...
