Customer Psychology

In a polarized culture, market to your brand’s top supporters, who can help build your fan base among skeptics.

Consumer fears of losing autonomy hinder smart-product adoption and use. But there are ways to boost customer control.

Goods made from reused materials are more appealing when customers are primed to spin a narrative about their history.

Much of the fashion industry trades on a culture of disposability. It’s not sustainable, and retail norms must change.

Reimagining dense office spaces, evolving brand relationships, and accelerating ideation with prototyping tools.

As consumers purchase access to goods rather than the goods themselves, their connections to brands will change.

Latia Curry outlines the steps a brand should take to communicate their values to customers.

Linguistic considerations are important when planning customer communications.

Three trending emotional priorities show signs of becoming long-term fixtures in consumers’ collective conscience.

Consumer confidence will be the new currency of business; here’s how companies can respond.

Brands can no longer rely solely on outdated tropes to connect with increasingly diverse consumers.

The most memorable experiences are suffused with emotion — not extra features or value for money.

Cognitive speed bumps in AI design can prompt users to engage in reflective thought.

Businesses that make and sell products that replicate human connection are serving a deep need, but they may also be changing social norms in ways that can’t be reversed.

To reach millennials, companies are turning to social media micro-influencers as brand ambassadors.

With the advent of digitization and the App economy, the frontiers of customization are expanding further.

“Lawsourcing” campaigns are helping smaller organizations advance legal and public relations goals.

Customers want employee interaction, convenience, and fast transactions in their self-service technology.

Social media as a tool for brand promotion has its drawbacks, but a sound strategy can lead to business rewards.

How much choice do people really want? Default rules, which establish decision-making starting points, can help.