Home bias

Do you prefer to bet on the increase of the Dow Jones or the CAC40 on the first of next September? Do you prefer to bet on the decrease of the Dow Jones or the CAC40 on the first of next September? These questions have been asked in many experiments on behavioral finance to MBA…

Healthy=Tasty?

Let’s have a look at this yogurt.   What kind of conceptual associations does our brain make? Light? Healthy? Tasty or untasty? It depends on which continent we are from! If we ask Americans, they state that healthy products are less tasty than unhealthy products while only a minority (~20%) of French consumers state so….

What your consumers do not tell you…

Do you like green, light and eco-responsible products? What is your most guilty fantasy? Do you prefer a black or a white spokesperson for your favorite sportswear brand? Are you prone to impulsive buying? What kind of sensual experience does this luxury body lotion offer to you? If we are asked these questions more or…

Where Will Your Chinese Clients Go For Holidays This Year?

What is the dream destination of our potential Chinese clients? Hong-Kong or Tokyo? A logical approach would be to first analyze data on tourism in both cities and run a survey among our clients. We do so and unfortunately we get a contradictory answer: our clients tell us that they prefer Tokyo whereas 20 times…

Marketing is dead?

Traditional marketing including advertising, public relations, branding and corporate communications is dead. Many people in traditional marketing roles and organizations may not realize they’re operating within a dead paradigm. But they are. The evidence is clear. Marketing Is Dead by Bill Lee, HBR blog, 3:00 PM August 9, 2012 Based on Bill Lee’s analysis, president of…

Some Neuromarketing Tools

Author: Tiphaine Saltini     Reference: blogs.hbr.org/2012/08/marketing-is-dead Hilke Plassman articles, INSEAD Neuromarketing- Le marketing revisité par les neurosciences du consommateur de Olivier Droulerset Bernard Roullet(13 octobre 2010) Le neuromarketingen action : Parler et vendre au cerveau de Michel Badocet Patrick Georges (28 juin 2012) The IAT in Marketing, Claude Messner, University of Basel, Switzerland,Joachim Vosgerau,…

Innovative Brain!

    When talking about innovation processes and creative cognition, we hypothesize that some ways of thinking and treating information are better to generate ideas. In cognitive psychology, this way of thinking is called divergent thinking, which is in opposition to the classical way of thinking called convergent thinking. Better understanding how the brain works,…