Consumer decisions are rarely as rationally as marketers assume. From Apple and Starbucks to Liquid Death and Duolingo, ten brand examples reveal how emotion, memory, identity and trust shape buying behavior and why traditional marketing often misses what matters most. Most marketing is addressed to a fictional consumer: attentive, articulate, rational, and delighted to compare […]
What Brands Get Wrong About How Consumers Make Decisions
Consumer decisions are rarely as rationally as marketers assume. From Apple and Starbucks to Liquid Death and Duolingo, ten brand examples reveal how emotion, memory, identity and trust shape buying behavior and why traditional marketing often misses what matters most. Most marketing is addressed to a fictional consumer: attentive, articulate, rational, and delighted to compare […]