In this month’s Marketing Science Cheat Sheet for brands we explore how brands can tap into the power of benign envy to drive consumers desire to purchase luxury products. The Insight When benign envy is induced, consumers experience a stronger desire to purchase luxury products, as they...
In this month’s Marketing Science Cheat Sheet for brands, we explore how brands can improve their social media strategies by optimising for the effect of identity signalling. The Insight Consumers generally choose and purchase products that help them to express and reinforce their identity, both externally (to...
In this month’s Marketing Science Cheat Sheet for brands we explore how brands can use story development in video content to drive views and shares, therefore increasing the chances of the content going viral. The Insight Consumers are more likely to share and watch videos that show...
In this month’s Marketing Science Cheat Sheet for brands we explore how brands tap into the powerful emotion of envy to trigger purchase intention in consumers. The Insight Consumers purchase intention can be triggered when they experience benign envy. Envy occurs when there is a perceived social gap....
In this month’s Marketing Science Cheat Sheet for brands we explore how brands can increase media effectiveness and ROI by utilising minority influence. The Insight Human behaviour is affected by the influence of individuals and the social networks, which link them together. This means that consumer attitudes...
Abstract StoryScience worked with The O2 to use Marketing Science to help them answer their biggest marketing question/challenge: “How to improve digital marketing effectiveness and increase online event ticket sales without increasing media spend?” We conducted a ‘behavioural audit’ which involved analysing the brands creative...
In this month’s Marketing Science Cheat Sheet for brands we explore how consumers attitudes and purchases intentions are influenced by the use of visual metaphors in brands communications. The Insight Consumer attitudes and purchases intentions are enhanced more by the use of visual metaphor-based advertisements than non-metaphor...
In this month’s Marketing Science Cheat Sheet for brands we explore how consumers use two judgments (warmth and competence) to assess brands and how you can utilise this to influence purchasing decisions and drive consumer engagement. The Insight Consumers use the same two categories; warmth (what are...
In this, our first edition of the Marketing Science Cheat Sheets for brands, we explore how you can use social identity theory to create an ‘Us vs. Them’ brand strategy that will increase message cut-through, brand bonding and social conversations. The Insight Consumers experience heightened levels of...
What are the cheat sheets? The new Marketing Science Cheat Sheets is a must-read editorial series designed to make you the smartest person in the room during your next marketing meeting. We seek out and distill cutting-edge scientific discoveries, theories and insights about consumer behaviour and craft...