Why money matters. Many marketers segment consumers using demographics, such as age and gender. Often, they also include variables such as income or wealth. The logic here is obvious –…
Involvement. As previously discussed, there are several ‘dual-process’ theories of mental processing. For example, the elboration likelihood model (ELM) and heuristic-systematic model (HSM) suggest that there are times when people…
The Elaboration Likelihood Model. If you’ve ever read, or at least heard of, Thinking Fast and Slow by Daniel Kahneman, you will be familiar with the idea of two ‘systems’…
Why personality matters In the furore around Cambridge Analytica’s political marketing, much of the attention focused on ethics. Yet, the company’s approach was based on some really interesting academic studies…
