Why timing affects pay-what-you-want amounts
People pay more under pay-what-you-want systems when they pay afterwards if the product or service is highly valued, says study co-authored at Cambridge Judge Business School. Professor Vincent Mak Pay-what-you-want models have been tried – with mixed success – for…
Messaging on healthy foods may not prompt healthier purchases finds Cambridge study
Healthy food cues standing alone don’t prompt healthier buying decisions, but they may counter advertising for sugary and fatty foods, says study co-authored by Lucia Reisch of Cambridge Judge Business School. People making food-buying choices are often faced with adverts…
No more ‘average’ consumer
Matching advertising images to personality traits can find the most suitable image for a particular customer and help win sales, finds a new study co-authored by Dr David Stillwell of Cambridge Judge Business School. Consumers pay far more attention to…
How effective is psychological targeting in advertising? What we can learn about you from just one click.
Dr Sandra Matz, a former PhD student at Cambridge now based at Columbia University, and her co-authors, including Dr David Stillwell from Cambridge Judge Business School, have published a new study which demonstrates that companies only need one Facebook 'Like'…
Can’t resist your credit card? A Cambridge academic reckons he can nudge your bank account into better health
The power of "nudging" – subtle interventions informed by psychology to change people's behaviour – is becoming increasingly accepted in marketing circles. As consumers we are now used to being given gentle reminders to eat better, drink less and exercise…
Male and alone on Valentine’s Day? It could cost you
Men indulge in luxury goods after they have been romantically rejected, while women go for expensive treats when their lovelife is on the up, new research shows A study by marketing academics has concluded that when men have been rejected…
