Understanding Consumer Behaviour

Consumer expectations for personalised and seamless experiences have made “customer centricity” a key factor in business success. However, many marketers and leaders still find the concept somewhat unclear; does it require new technology, a cultural shift, or something else entirely? In this article, we’ll clarify what customer centricity means, why it’s important, and share practical strategies rooted in marketing psychology and consumer behaviour to help you turn this principle into a real advantage. Key Takeaway: What Is Customer Centricity? At its core, customer centricity is a business approach and organisational

Digital customer experience (DCX) has become the main battleground for brands competing. Marketers nowadays recognise that every online interaction influences customer loyalty and long-term success. In this article, we’ll examine how DCX combines marketing, psychology, and consumer behaviour, offering practical, research-backed strategies to help your brands stand out. Key Takeaway: What Is Digital Customer Experience? Digital customer experience is the overall impression a customer has when interacting with a brand online, whether it’s through websites, mobile apps, social media, email, live chat, or other channels. It’s not just about how

Why do some brands manage to build lifelong loyalty, while others lose customers after just one frustrating experience? The answer often lies in an often-overlooked metric: the Customer Effort Score (CES). Modern consumers aren’t looking to be wowed; they want quick, hassle-free solutions. In this guide, you’ll discover what Customer Effort Score is, why it matters in marketing and consumer psychology, and how you can use CES surveys to create seamless customer journeys that give your brand a real edge over the competition. Key Takeaway: What is Customer Effort Score?

What’s the value of a customer to your business? In a world where customer acquisition costs are climbing and brand loyalty is constantly changing, the cleverest marketers aren’t just focused on quick wins; they’re getting to grips with the art (and science) of Customer Lifetime Value (CLV). By understanding and improving CLV, you shift your approach from simply chasing individual sales to building long-term, profitable relationships. It’s a proven recipe for sustainable growth, stronger loyalty, and a healthier bottom line. Key Takeaway: What is Customer Lifetime Value? Customer Lifetime Value,

In today’s crowded market, where products are easily copied and services quickly become interchangeable, the real battleground for customer loyalty has shifted to something more intangible yet compelling: the experience. The so-called Experience Economy encourages marketers to stop just selling what a product is, and instead focus on what it means, emotionally, socially, and psychologically. This article looks at how immersive, personalised, and emotionally engaging experiences are changing what customers value, and why brands that get experience design right will be those leading the way in the future. Key Takeaway:

Key Takeaway: What Is Emotional Marketing? Emotional marketing is all about creating genuine connections with consumers by tapping into feelings such as joy, nostalgia, fear, empathy, and trust. Harvard Business School professor Gerald Zaltman highlights that a staggering 95% of purchasing decisions are made in the subconscious, primarily driven by emotions rather than logic. From Rational to Emotional: A Paradigm Shift Traditional marketing tends to highlight features and benefits, whereas emotional marketing digs deeper into how a brand makes you feel. In a time when products are often similar and

Cognitive bias in consumer behaviour helps us understand why folks sometimes make impulsive buys or feel regret over their shopping choices. These mental shortcuts influence how we view brands, weigh up options, and ultimately make purchases, often without even realising it. This article explores how cognitive biases shape our day-to-day buying decisions, featuring real-life examples and handy tips for smarter shopping. What Are Cognitive Biases? Cognitive biases are those subconscious mental shortcuts we all take when making quick decisions, even if they sometimes lead us to make irrational choices. They

In 2025, consumer behaviour is changing rapidly, influenced by the lasting effects of the pandemic, the rise of digital technology, and evolving generational values. For marketers and professionals in psychology, keeping up with the latest trends in consumer behaviour is vital to grasp what influences buying decisions and to adjust strategies for success. In this article, we’ll explore the key consumer behaviour trends for 2025, backed by expert research and real-world insights, to guide you in navigating today’s competitive market successfully. Key Takeaway Top Consumer Behaviour Trends in 2025 1.

Key Takeaways: What Is Hyperbolic Discounting? Hyperbolic discounting is a cognitive bias that causes people to favour immediate rewards over future benefits, even when the latter are more advantageous. This concept is fundamental to behavioural economics and is particularly useful for understanding time-inconsistent choices, such as overspending, procrastination, and addiction. Research illustrates that most people opted for receiving £50 today rather than waiting a year for £100. However, when faced with the choice of £50 in five years versus £100 in six years, they chose the latter. While the delay

Key Takeaways: What Is Present Bias? Present bias is a common human tendency where we tend to overvalue immediate rewards while overlooking larger, long-term benefits. We often prioritise what feels urgent now over what could be better for us later, even if waiting might lead to a more rewarding outcome. For instance, if you’re offered £100 today or £120 next week, most people would jump at the chance to take the £100 right away. That’s present bias in action. This idea is closely linked to hyperbolic discounting, which describes how