Consumer Behaviour

Inevitably, when dealing with customers, something goes wrong. When I had to get my mountain bike’s gears serviced at the local shop – I’d tried but got nowhere – all seemed well. But a couple of days after getting the bike back something went ping and I was left with only the smallest front cog available.  For those who don’t ride  a bike, this meant that my legs had to whiz around like those of Olympic sprint cyclist, but my forward progress was something less than walking pace. I returned to the shop and explained the problem.  The repairman and I then had a debate over whose fault it was: I was fairly sure that I had done the damage when trying to adjust the gears myself, whereas he maintained that he had a slight tendency to over tighten the screw that had sheared off.  We both agreed that the […]

Sometimes people get confused between equality of opportunity and equality. A quick glance at sporting world records will show that men and women are not equal. Before I go further, I should warn you that this article deals in generalisations; it’s not suggesting any one individual has any particular trait. It’s apparent from the work I do watching people shop that, in general, women find shopping a more pleasurable experience than men. In fact, I would say that they are probably better at it. I believe both sexes are capable of finding the act of buying and owning gratifying, and that purchase can fulfil all sorts of psychological desires, but the act of shopping appears to me to suit more comfortably with women. A recent paper by Daniel Kruger, who works at the University of Michigan, has looked into why, in evolutionary terms, men and women’s approach to shopping differs. […]

At this time of year many people are making their New Year resolutions about how they’re going to do thing differently in the coming year. Often their choices are shaped by their festive excesses; losing weight or getting their finances under control. Last week, I was interviewed by a couple of radio stations who wanted a consumer behaviour expert’s take on this topic (I even had the good fortune to share one broadcast with the financial expert, Alvin Hall). What many people don’t realise is that cutting back on spending can be every bit as difficult as cutting back on food: a money diet is just as hard for many of the same reasons. The way we spend is, very often, shaped by our unconscious mind and influences on it. For example, spending can fulfil all sorts of psychological needs, depending on the person; it’s easy to resolve not to […]

Demand for plastic surgery is increasing dramatically. Whilst there’s no denying that the surgeons are getting more skilled and the techniques being used are advancing all the time, I can’t help but think that the main problem with such interventions is still there. Whenever you see someone who had their plastic surgery performed several years ago, it is apparent that the aging process takes place at different speeds in different areas: the face may still look relatively youthful, but the neck looks as though it was borrowed from a tortoise. Recently I was watching a fascinating programme where the photographer Rankin was recreating iconic holiday photographs. One of the original subjects, now well into her eighties, was interviewed to discuss the original shoot. This once beautiful lady had attempted to battle the aging process (admittedly probably many years earlier with more rudimentary techniques than are currently deployed); she looked, frankly, […]