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No.27 What is Loss Aversion Bias?

Loss aversion bias refers to a our human tendency to prefer avoiding losses to acquiring equivalent gains.

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The Anchoring Effect as a Cognitive Bias

An anchoring effect is the tendency for the brain to rely too much on the first piece of information it received in relation to decisions made later on.

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What is the Ambiguity Effect?

The ambiguity effect is a cognitive bias where decision making is biased by a lack of information (ambiguity).

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What is Zero Risk Bias?

Zero-risk Bias is a tendency to prefer the complete elimination of a risk even when alternative options produce a greater reduction in risk overall.

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Supermarket Shopping has Changed

Covid-19 has changed supermarket shopping, having significant implications for retailers and brands.

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No.25 of 36 What is Sunk Cost Fallacy?

The Sunk Cost Fallacy is a human behaviour pattern in which people continue a behaviour as a result of previously invested resources (time, money or effort).

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A Mindset to Overcome Failure

How do you answer “tell me about a time you failed”? Here are some tips and strategies for crafting a compelling answer.

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No.7 of 36 The Bandwagon Effect in Marketing

The Bandwagon Effect is the tendency for the brain to conclude that something must be desirable because other people desire it.

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No.34 of 36 What is Salience Bias?

Salience Bias is the cognitive bias that predisposes shoppers to focus on items that are more prominent or emotionally striking.

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Shopper Marketing Insights

Based on 30 years' experience of effective shopper marketing research, here are 5 proven activation techniques for brands and retailers.

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Which Path to Purchase is More Effective?

Is the in-store performance of your brand suffering because it isn’t aligned with the minds of shoppers?

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Packaging Unwrapped - 3 Design Secrets

Want to know how to get more from your packaging? How to make it leap off the shelf into the hands, hearts and minds of passing shoppers?

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What is Positioning in Marketing?

Positioning refers to the ability to influence consumer perception of a brand or product.

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The Psychology of Shopper Marketing

When you understand the psychological factors that motivate shoppers to purchase, you can use shopper marketing to form more meaningful relationships with them.

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Consumer Psychology: Shopping & Emotion

When retailers connect with consumers’ emotions, the payoff can be huge.

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No.28 The Mere Exposure Effect

The mere-exposure effect is a psychological phenomenon in which people tend to develop a preference for things merely because they are familiar with them.

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The Psychology of Promotions

Are you part of a £100 billion crime? If you run promotions as part of your trade marketing activity, then chances are, you are.

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No.10 of 36 Choice Supportive Bias

Choice-supportive bias is the tendency to retroactively ascribe positive attributes to an option one has selected and/or to demote the forgone options.

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Supermarket Sales Tactics - 5 Forgotten Ways of Selling

21st-century supermarkets have become giant, faceless warehouses lacking in emotion. As a result, they've lost some of their ability to appeal and engage.

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The Psychology of Supermarket Shopping

The secret of making shopping better for shoppers is in engaging with them in-store, not just bombarding them with special offers.

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No.21 What is Groupthink?

Groupthink is a psychological phenomenon that occurs within a group of people, resulting in an irrational or dysfunctional decision-making outcome.

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No.20 of 36 - The Framing Effect

The framing effect is a cognitive bias where people make decisions based on whether the options are presented with positive or negative connotations.

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How Cognitive Bias Can Affect Buying Behaviour

As shoppers and consumers, we all suffer from systematic errors in thinking, known as cognitive biases, that affect purchasing decisions and brand judgment.

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Inside the Mind of the Consumer

Learn about the mind of the consumer. A shiny NEW guide to discovering what consumers really want. Download your FREE copy now!

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How To Make Your Products Look More Desirable In-Store

There's no better selling point than one person desiring what another person has.

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No.29 What is the Negativity Bias?

The negativity bias is the notion that things of a more negative nature have a greater effect on one's psychological state than neutral or positive things.

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Consumer Behaviour is Changing

As we all know, Covid-19 had and is still having massive impacts on consumer behaviour. Shopping experiences have changed and retailers have had to adapt.

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No.6 of 36 The Availability Heuristic

The Availability Heuristic is a mental shortcut that relies on immediate examples that come to a shopper’s mind when evaluating a purchase decision.

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No.18 What is the Endowment Effect?

The endowment effect is an emotional bias that says that once we own something, or have a sense of ownership, we irrationally overvalue it.

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Benefits of Using an FSDU In-Store

A Free Standing Display Unit (FSDU) maximises product visibility and enhances your brand's appearance. FSDUs can contribute significantly to brand awareness.

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How to Capture More Shopper Attention

Discover how to generate more stand out attention in today's cluttered stores and competitive online marketplace.

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The Science of Shopper Psychology

Leading brands and retailers have been incorporating shopper psychology for a competitive advantage and insight into the shopping process.

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Becoming an Entrepreneur

Stop thinking about when you might go it alone or leave the corporate rat-race to be an entrepreneur, just do it!

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Which Special Offer do Shoppers Prefer?

Although supermarkets bombard shoppers with offers, the fact is that they’re just giving money away – ultimately, they're pouring profit down the drain!

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Stop focusing on 'What' - start paying attention to 'Why'

The world today is obsessed with making the things that are measurable appear important, as opposed to making the truly important things measurable.

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Understanding Shopper Thoughts

Shopper thoughts, beliefs, feelings and perceptions influence shoppers' decision-making and alter buying behaviour.

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No.3 of 36 Attentional Bias

Attentional bias is the inability to see all sides of a story. When you fail to consider the things you don't see, you are displaying Attentional Bias.

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No. 12 of 36 What is Congruence Bias?

Congruence Bias refers to the fact that, as a species, we prefer to only test against our initial hypothesis, neglecting to explore alternative outcomes.

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How to Diet while Working From Home

10 ways to apply shopper and consumer psychology, category management and retail merchandising to your own lockdown home.

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How emotions influence purchasing behaviour

Emotion is massively important, when it comes to generating positive shopper and consumer engagement.

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Shopper Marketing - How to Combat New Shopper Habits

Shopper habits are changing and brand loyalties are shifting - historical sales data may well come into question as we emerge from this pandemic.

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Why your brain can’t resist impulse buying

We’re all guilty of grabbing the odd chocolate bar, sweet treat or sticky bun whilst out shopping. But why is it so difficult to resist those tempting treats?

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Discover the Real Why Behind the Buy

Ease. Simplicity. Convenience. In a world where the human population is becoming increasingly time-poor, speed and clarity are of the essence.

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5 In-Store Tricks Sell us More Stuff

The best defence against buying things you don't need is knowledge. This article will help you Recognise some of the sophisticated tactics used to persuade you to buy in-store

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No.35 Third Person Effect

The third-person effect predicts that people tend to perceive that mass media messages have a greater effect on others than on themselves.

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No.32 Pseudocertainty

In prospect theory, the Pseudocertainty Effect is the tendency for people to perceive an outcome as certain while it is actually uncertain.

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No.31 Present Bias

Present Bias is the tendency to rather settle for a smaller present reward than to wait for a larger future reward, in a trade-off situation.

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No.30 Post Purchase Rationalisation

Post purchase rationalisation, or choice-supportive cognitive bias, is the tendency to retroactively ascribe positive attributes to an option one has selected.

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No.26 The Less is Better Effect

The Less is Better Effect is a preference reversal that occurs when the lesser or smaller alternative is preferred when evaluated separately, but not together.

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No.24 The Illusory Truth Effect

The Illusory Truth Effect is the tendency to believe false information to be correct after repeated exposure.

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No. 23 The IKEA Effect

The IKEA effect is a cognitive bias in which consumers place a disproportionately high value on products that they partially created.

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No. 22 Hyperbolic Discounting

Hyperbolic discounting is a cognitive bias where people choose smaller, immediate rewards rather than larger, later rewards.

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No.16 of 36 The Denomination Effect

A cognitive bias relating to currency, suggesting people are less likely to spend larger currency denominations than their same value in smaller denominations.

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No.19 Focusing Effect

The Focusing Effect is the tendency for the brain to rely too much on the first piece of information it received in relation to decisions made later on.

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No.17 of 36 Distinction Bias

Distinction Bias is the tendency to view two options as more different when evaluating them simultaneously than when evaluating them separately.

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No.11 of 36 Confirmation Bias

Confirmation bias is the tendency for the brain to value new information more if it supports existing ideas and beliefs.

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No.8 of 36 Base Rate Fallacy

A phenomenon known as base rate fallacy illustrates how people can sometimes jump to inappropriate conclusions, with significant consequences.

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No.5 of 36 Automation Bias

Automation bias is the propensity for shoppers to favour suggestions from automated decision-making systems and to ignore contradictory information made without automation, even if it is correct.

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No.9 of 36 Ben Franklin Effect

There's a psychological phenomenon commonly known as the "Ben Franklin Effect" that explains why people like you more when they do you a favour.

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No. 4 of 36 Attribute Substitution

Attribute substitution, also known as Substitution bias, is a psychological process that is behind several cognitive biases.

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Winning in-store Using the Power of Marginal Gains

Make practical improvements, marginal gains, to make it better and easier for shoppers to buy your brand.

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No.13 of 36 - Courtesy Response

Courtesy Response, a downfall of humankind - we're often so afraid of offending our listener that we hide away from speaking the truth.

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A lesser known reason for the continuing success of the discounters

Ask yourself, do you need more than 90 different pizzas to choose from, or 100+ coffees? Is it necessary to have a range of 200 cheeses in-store?

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A solution (or 5) to the woes of Marks & Spencer

In the spirit of 2019 goodwill, here are 5 straightforward insights that would definitely improve the fortunes of M&S. What’s more, each has already been proven elsewhere to make shopping better for shoppers, better for brands & better for retailers.

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How to improve in-store stand out for your brand

Do you spend money on in-store communications? Are you aiming to communicate with shoppers? Have you ever wondered whether there is a formula to creating effective in-store communications? If you answered yes to any of these questions, then this article is for you

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Brand Blocking – What You Need To Know...

Imagine that you are in your local supermarket and want to buy a box of chocolates. Which would be more appealing? A horizontal block of products or a vertical one?

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Is this you? Science says it probably is

When it comes to how we feel, although time of day isn't everything, it's much more important that you might think.

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How Shoppers Really Decide

Every day, shoppers make choices, lots of them. In this article I’ll reveal how you can actively help shoppers to make better purchase decisions. Learn how to make it mentally easier for shoppers to buy your brand

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Here's How to Make it Easier for Shoppers to Like Your Brand

Can just the way in which a product is visually depicted affect the extent to which shoppers imagine using the product? The answer is an unequivocal YES!

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Supermarkets - What's more important than price?

For many years now, leading supermarket chains have invested serious advertising spend to convince us shoppers that each of them is cheaper than the rest.

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Why Emotion Beats Promotion Every Time

Given the enormous opportunity to create improved bricks and mortar retail and to offer a definitive alternative to the threat of online, brands and retailers should pursue emotional connections as a science based major strategy. But for most, building these connections is more haphazard guesswork than science

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3 Ways to Communicate Price More Effectively

Here’s a radical suggestion based on solid science. It isn’t so much about the amount you charge shoppers for your product, but how you communicate the price that determines its appeal.

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Don't Run Another In-Store Promotion Until You've Read This!

If you run promotions as part of your trade marketing activity, then chances are you are giving away much more than you need to

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5 Ways For Bricks & Mortar Retail to Fight Back!

For more than 100 years, shoppers have hunted and gathered for all manner of stuff from bricks & mortar stores. Then all of a sudden along came the internet: And on-line shopping! Is on-line shopping actually shopping as we know it? There are no goods to touch, sniff, shake rattle or purloin.

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This Brand Growth Advice is Clever, Very Clever!

Here’s a challenge for anyone serious about growing their share of market: Instead of only analysing the details of those who buy your brand and those already buying from the category it resides within, focus on those that don’t buy; those that aren't even in the aisle!

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Top 5 Fake Shopper 'Insights'

Here are 5 well-established 'facts' about shoppers and shopping. Unfortunately, they are more fiction than fact based. Fact 6 is that shoppers and consumers provide responses during different types of market research surveys that are not entirely truthful. Not due to any evil plan to mislead, but more to do with the make up of the human brain.

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Key insights into grocery shopper decision making

Brand growth opportunities from in-depth analysis of more than 100,000 grocery shoppers

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The 2 types of value for grocery shoppers

It would appear that in grocery retailing, the word ‘Value’ has come to mean price, cheap price, low price, special price, etc. But, what about another form of value? What about the ‘Benefits’ of shopping at a particular chain of supermarket?

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Why Shoppers NEED Special Offers

Britain’s supermarkets have axed deals on hundreds of products because customers say they waste food and drink after being encouraged to buy more than they need. But...

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What's better for shoppers? Money or Mood

Retail is missing a major opportunity: Between distribution and consumption comes acquiring, or as some call it ‘Shopping’. If a product hasn't been shopped for or bought, it’s pretty hard to consume.

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Differentiate or risk being delisted

When it comes to trading successfully with today’s supermarkets, you have to really understand them. And to do that, you need to understand what their customers want and expect from them: The pressures shoppers like you and I put them under.

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Do you know shopper? All 5 of them!

Understanding how shoppers buy offers an opportunity to influence what shoppers buy

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The Secret Psychology of Retail

Emotion Sells, Reason Justifies: How to reconnect with shoppers and improve sales, brand perceptions and customer satisfaction, instantly.

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The difference between shoppers and buyers

We're all missing a trick here! Healthy negotiations between retailers and their suppliers are all well and good, but they shouldn't be at the expense of meeting the needs of the millions of shoppers that visit supermarket aisles every day of the week.

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Getting your Brand more Attention In-store and Online

In the 'old days' capturing attention was much easier than it is today. Shoppers and consumers had less choice and so decision making was easier. But if you look at how attention works from an evolutionary perspective, there are some really good opportunities out there.

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Shopping isn't a Rational Activity

When you use traditional market research methods, such as focus groups and in-depth interviews, and ask shoppers to tell you whether their purchase behaviour, they describe themselves as totally rational, objective shoppers and claim that their decisions are not affected by these influences.The problem with the shoppers’ self-perception of rationality is that their view is skewed by systematic bias.

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Why We Really Shop

Despite overwhelming evidence that shopping behaviour is driven toward positive emotions evoked by satisfying motivations, brands continue to focus advertising and promoting product features. They would be more successful if they shifted their perspective and looked at their products through the emotional mind of the shopper.

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No. 14 of 36 The Decoy Effect

In marketing, the decoy effect is the phenomenon whereby shoppers and consumers will tend to have a specific change in preference between two options when also presented with a third option.

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No. 15 of 36 The Default Effect

In a choice context, a default refers to that option which shoppers end up with if they do not make an active choice. For example, when online shoppers select an item, they’re offered a default delivery option;

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No. 33 Restraint Bias

Restraint bias is the tendency for shoppers to overestimate their ability to control impulsive behaviour. An inflated self-control belief may lead to greater exposure to temptation, and increased impulsiveness.

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5 More Forgotten Ways of Selling in Supermarkets

Grocery shopping has become boring! If the only thing I can compare is price, then guess what: I'll compare price! Nowadays supermarkets are less like retail emporia and more like faceless distribution warehouses with special offers. As a result they've lost some of their ability to persuade and sell.

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