Monthly Archives: May 2009

Why it Matters That You’re Thoughtless

With so much consumer behaviour, not to mention human behaviour, happening at an unconscious level, it’s all too easy for something that you say or do to not register in your own consciously accessible memory as significant. One friend of mine was asked in a survey what brands of lager he purchased.  He wasn’t a big drinker, but would probably make a lager purchase (always of the same brand) every month or two.  But faced with an interviewer’s question, and without the unconsciously filtered visual prompts of the packaging he couldn’t recall the brand he’d bought all these years (a little-known brand called Budweiser!).  How do I know the visual prompts were unconsciously filtered? Because faced with a bottle, even with a large proportion concealed he would recognise it and name it every time.  But he couldn’t describe the bottle’s design, because if he could summon up a similar small […]

Stupid Consumers

A couple of conversations recently have highlighted just how stupid consumers often are. Case in point, me. I like to think I’m reasonably capable, astute, switched on, together. But that’s just what I like to think. You see, I’ve been following this blog on investment (  To begin with I felt sort of obliged to stick with it, I’d said to someone that I would look at it.  But it was a bit annoying. The investment adviser there (Rod) seemed determined to spell out assumptions people have about investing with the implicit message that they didn’t stack up.  Rod did say he would tell us why, but my resistance was, if anything, increasing as the days went on. You see I know about investing.  Well, when I say “I know” that’s not totally accurate.  It would be more accurate to say that I have invested money in my time, like […]

Time to Talk

When it comes to interpreting consumer behaviour people sometimes aren’t quite sure what they might be looking for, so I put together this audio to provide a starter guide to consumer behaviour, why it’s important and two or three things that are worth looking out for. [audio:i2.mp3] Philip Graves