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Prospect Theory: How Perceptions of Risk and Gain Shape Customer Behavior

The question is a matter of life and death: A new disease is sweeping across the country, and epidemiologists project...

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connecting systems 1 and 2 thinking

Connecting Systems 1 and 2 Thinking: Helping Customers Forge Intuitive Connections with Your Brand

The moment she laid eyes on the kouros, Evelyn Harrison knew something was wrong. Harrison, one of the world’s foremost...

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Jobs-to-be-done: Satisfying your customers’ highest needs

When asked to describe the “jobs-to-be-done” approach to understanding customers, Clayton Christensen remembers the milkshake. A major fast food chain...

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Nudge theory

Nudge theory: How brands can empower customers through behavioral science

As the fathers of nudge theory, Richard Thaler and Cass Sunstein have seen their ideas applied elegantly in business, health...

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Eudaimonia

Eudaimonia: How Health Care Brands Can Fulfill the Lives of Their Customers

What is best for human beings? This question anchors Aristotle’s Nicomachean Ethics, the ancient Greek philosopher’s most extensive treatise on...

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rise of the social brand

The Rise of the Social Brand: What Instagram Reveals About Connecting with Customers

The baby-blue bears were first sighted in 2016. They appeared in Instagram posts from no fewer than three Kardashian sisters....

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5 errors to avoid in activating brand strategy

5 Errors to Avoid in Activating Brand Strategy

In April 2017, Pepsi released an extended advertisement. The video, which lasted two and a half minutes in its entirety,...

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Six essential behavioral economic principles for business

6 Essential Behavioral Economics Principles for Business

When Nobel Laureate Richard Thaler gave his students their grades, the average score was a 96. Out of 137, that...

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System 1 thinking: why it matters for marketers

System 1 Thinking: Why It Matters for Marketers

In the first two months of 2009, Tropicana’s orange juice sales plummeted 20 percent. Elsewhere in the category, competitors flourished....

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