opportunity 48 of 150 Human beings, and therefore consumers, are more complex than you may think. These complexities can create problems for marketers, but they can also create opportunities – if they are well understood and embraced. This week we will address more of these complexities and the opportunities they create. In previous articles, I […]

opportunity 48 of 150 Human beings, and therefore consumers, are more complex than you may think. These complexities can create problems for marketers, but they can also create opportunities – if they are well understood and embraced. This week we will address more of these complexities and the opportunities they create. In previous articles, I have written that everything in life is viewed in context. I noted a quote from past prime minister John Howard – ‘in politics, context is everything’ – a reference to the fact that communication is understood in context.  The fact is – context is everything in all areas of communication politics, business and life in general. Further, the environment can, and very often does, create the context in which a product is viewed. We have discussed some environmental factors in previous articles, including: Social norms Herd behaviour Social norms are a part of the environment…