The Magic of Knowing When to Use Concrete vs. Abstract Language
When trying to make language either more concrete or more abstract, one helpful approach is to focus on either the how or the why.
Marketing
Latest Stories
Customer Segmentation Needs a Behaviorally Informed Upgrade
We have the technology and behavioral science know-how to approach market segmentation as something that’s ongoing and dynamic, rather than set once and static.
Too Much of a Good Thing—Overly Positive Online Ratings—Makes for Difficult Decisions
New research helps us make sense of online ratings and reviews.
Older Stories
How Sight—Not Taste, Smell, or Touch—Became the Sense of the Supermarket
When it comes to buying food, sight has usurped all other senses. What are the consequences of relegating smell, taste, and touch to the sidelines?
The False Promises of Green Materialism
Buying less, and not buying green, is associated with greater well-being and lower psychological distress.
What’s in a Name? The Role of Expectations, and Reality, in Our Judgements
When marketers set expectations that are too great (or not great enough) they can run into trouble.