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Consumer Psychology

The Brain Consideration Set: How to Position Your Brand in the Consumer’s Mind

The “brain consideration set” is a key concept in understanding consumer choice and how brands compete for a place in consumers’ minds. A consideration set represents the few brands that come to mind when a consumer thinks about a specific product category. For marketers, the goal is to ensure that their brand is part of this set so that it is considered when the consumer makes a purchase decision. In this article, we explore how to use the concept of the consideration set in sales to position your brand effectively through mental associations and strategic stimuli.

Processing Fluency: How Exposure Influences Consumer Decisions

Processing fluency is a key concept in neuromarketing, helping us understand how consumers process advertising messages unconsciously. At the core of this model lies the mere exposure theory, which suggests that repeated exposure to a stimulus makes it more familiar, and therefore more accessible in memory. This familiarity leads to a preference for the stimulus, even if the consumer doesn’t explicitly recognize it. Within this framework, processing fluency is divided into two types: perceptual fluency and conceptual fluency. This article explores these mechanisms and their impact on consumer decision-making.

Belief vs. Attitude: Understanding the Psychological Mechanisms That Shape Consumer Behavior

Beliefs and attitudes are two essential concepts in marketing and consumer psychology. Understanding these mechanisms allows marketers to influence consumer perceptions and buying behavior more effectively. A belief is a descriptive piece of knowledge about a product or brand, while an attitude is a favorable or unfavorable predisposition toward that object. Both are powerful levers for brands seeking to influence the image they project and the behaviors of consumers. This article explores the difference between beliefs and attitudes, as well as the impact of explicit and implicit attitudes on consumer behavior.

Identifying Your Customer: Understanding Personal and Psychological Factors to Sell Better

How can you truly understand your customers and tailor your marketing strategies to better meet their needs? The key lies in the ability to identify the type of consumer you are dealing with. By asking the right questions, particularly based on concepts like Maslow’s hierarchy of needs, you can discover what truly motivates your customers and adapt your messaging to maximize impact. This article will guide you through the main personal factors and psychological factors that influence consumer choices, helping you better understand their behaviors and establish a stronger connection with them.