opportunity 21 of 150 Marketing is the business of managing human behaviour to achieve behavioural outcomes that facilitate commercial objectives. As such, marketing cost efficiency cannot occur without an understanding of ‘how’ and ‘why’ consumers do what they do. This series of articles will provide helpful insights into how consumers think and respond. Despite the […]

opportunity 21 of 150 Marketing is the business of managing human behaviour to achieve behavioural outcomes that facilitate commercial objectives. As such, marketing cost efficiency cannot occur without an understanding of ‘how’ and ‘why’ consumers do what they do. This series of articles will provide helpful insights into how consumers think and respond. Despite the fact that there is a lot of it around, or perhaps because there is a lot of it around, consumers respond badly to unfounded claims, or claims that are simply a lie. This effect is compounded by ever increasing scepticism about business, its motives and its behaviour. This effect is, in turn, exacerbated by the growth of social media and the speed with which bad news travels in 2016. Unfounded claims, or bullshit, in marketing takes many forms. Consider: Myer claiming last Christmas that their offering was ‘excellent’ David Jones claiming last Christmas that their…