Ultimately, marketing is the business of managing consumer behaviour to achieve social and commercial objectives. It is all about ensuring a target market behaves in a specified manner for the first time, more often, less often, or for the last time. Maximising the return on the investment in marketing requires identifying the most cost-effective means […]

 Ultimately, marketing is the business of managing consumer behaviour to achieve social and commercial objectives. It is all about ensuring a target market behaves in a specified manner for the first time, more often, less often, or for the last time. Maximising the return on the investment in marketing requires identifying the most cost-effective means of causing the required behaviour to occur with the required frequency. This requires an understanding of how consumers think and how best to influence that thinking. Drawing on the understanding of how humans think taken from neuroscience, behavioural economics, and other research – following are 5 tips for ensuring your market behaves as you want. To boost sales – stop relying on intuition. It is, at best – unreliable and at worst – wrong. Research by Columbia University found that when presented with a choice between 24 flavours of jam – just 3% of consumers…