Psychology

Marketing is really about how customer values translate into aspirations, insecurities, fears and motivations. Twenty years ago, in 1997, Steve Jobs told us, “Marketing is about values” He was right, of course. He was right about a lot o...

Once I was buying a hot tub from a spa store in San Jose. After talking with the salesperson and imagining life with a bubbly hot tub just outside my bedroom door, I asked, “What would be the tax on that?” Immediately, the experienced sa...

Every marketer and advertiser wants to know what it takes to find ideal prospects. Smart marketers incorporate one or more psychological principles in their marketing campaigns, marketing strategy, and sales strategy. This helps them mak...

This TikTok case study shows you the psychological principles that make their video feed so addictive (and how that could be made more humane). The other night I was in my couch watching Netflix's troubling docu-drama "Social Dilemma". I...

The psychology of pain is our natural reaction to avoid pain; we don’t touch a hot stove because we know it will burn. This psychology also comes into play with our consumer behaviors. We compare a product and apply this psychology to av...