Consumer Behaviour

In my article To Sell More Think Sheep I discussed the contradiction that exists between the observable fact that we all do pretty much the same things (particularly as our friends) but like to entertain the notion that we’re much more autonomous and independent-minded than that. A recent study used brain imaging to explore the mechanisms that cause us to behave in this way. Why is it we end up liking what our friends like (for the most part)? To find out more neurologists conducted fMRI scans of teenagers’ brains whilst they were having unfamiliar music spanning several genres played to them. In the experiment each participant was played a number of songs and asked to rate how much they liked them. Then they were shown how popular the song was among a large reference group. To make sure people weren’t contrary for the sake of it, participants knew they would receive […]

The other day I watched a movie I’ve enjoyed several times before, Say Anything, starring a very young John Cuszak. At its heart it’s a romantic comedy about an unlikely coupling, but it also dabbles with the issue of choice. One lead character knows what she wants out of life; the other (played by Cuszak) is quite clear what he doesn’t want by way of a career: “I’ve thought about this quite a bit sir and I would have to say considering what’s waiting out there for me, I don’t want to sell anything, buy anything or process anything as a career. I don’t want to sell anything bought or processed or buy anything sold or processed or repair anything sold, bought or processed as a career. I don’t want to do that. My father’s in the army. He wants me to join, but I can’t work for that corporation.” There’s […]

A couple of months ago I mentioned to someone that sales of fine wines were declining (the really expensive stuff). He wasn’t happy. In fact, he robustly disputed my interpretation of the statistic I was quoting.  He argued that since it was only the rate of growth that was slowing, fine wine sales were absolutely, well, fine. He was certain that there was no reason to read anything in to this reduced rate of growth and was sure that it was in no way a reaction of consumers to the economic situation (as I was suggesting). Knowing that consumers behave like sheep rather than independently, I suggested that if growth was declining so significantly – it was growing at 24% in March 08 and has dropped to just 1% in the same month this year – it hinted that a turning point might have been reached. If my theory was correct, […]

I watched an old episode of Friends the other day, the one where Ross and Chandler decide to try and take revenge on a hotel that won’t give them a refund when Monica can’t make the trip. From the apples on the front desk through to the remote control batteries and light bulbs, they filled their cases (only for Ross’s to break as they left). Whilst I’ve never been tempted to take things one shouldn’t from hotels, I will admit that I see the things that are consumables as part of the deal. Quite why I feel the need to sweep up all those little bottles and mini-soaps I’m not quite sure: I always prefer the products I’ve bought when I’m at home and I always forget to take them when I travel. But then the places I visit usually have them, so I didn’t really need to take them in […]