Decision Making and the Brain
by: Roger DooleyNeuroscientists have been working to explain how people make decisions between competing alternatives. Indeed, the field of neuroeconomics has emerged as a small but potentially...
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Irrational Investing, Rational Marketing
by: Roger DooleyWhat’s the difference between (1) investing in the common stock of a public company or (2) buying an expensive perfume or men’s fragrance? The answer seems simple… a financial...
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Avoiding Fairness Dissonance
By: Roger DooleyMost of us attempt to treat each other fairly, and react negatively if we feel we are treated unfairly. We may even react negatively if we see someone else being treated in an unfair...
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The Confounding Complexities of Building Green
by: Joel MakowerA survey released last week by the World Business Council on Sustainable Development found that key players in real estate and construction overstate the extra costs of green buildings...
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How 'The Interpreter' Screws Up Market Research
by: Roger DooleyMost market researchers earn their living by asking questions - what people did, why they did it, what they might do in the future, and so on. The methodology varies - focus groups,...
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Just Say No
by: Jonathan Salem BaskinIf there's a single lesson we brand marketers can learn from the world of politics, it might be that people make choices less because they like something, and more so because...
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