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Behavioural insight

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A science-based approach to understanding imagery

Article • Darren Bridger, Callum Gould, Keith Ewart, Ellie Lucas, Chris Christodoulou, James Digby-Jones, Research on WARC, July 2021

This report shares new research into selecting optimal imagery for campaigns using neuroscience techniques.

Four consumer groups for 2023: “Predictors”, “New Romantics”, “Conductors” and “Impossibles”

Article • Jo Bowman, Event Reports, Lions Live, June 2021

Consumers have been understandably, and indelibly, changed by the COVID-19 pandemic, but have coped with it in a variety of different ways.

Using data to inform customer journey planning from a cultural perspective

Article • Virginia Alvarez, WARC Exclusive, June 2021

Brands need to understand how cultural norms and nuances play into people’s purchasing decisions – an influencer of consumer behavior that has, until now, been largely overlooked by marketers.

Conspicuous leisure: The social visibility of cultural experiences

Research Paper • Fred Bronner and Robert de Hoog, Int. Journal of Market Research, Vol. 63, No. 3, 2021, pp. 300-316

Recent research shows that people not only visit a cultural event because of the quality of what is offered, but also to show something of their personality to relevant reference groups.

Processing fluency scale development for consumer research

Research Paper • Alena Kostyk, James M. Leonhardt, and Mihai Niculescu, Int. Journal of Market Research, Vol. 63, No. 3, 2021, pp. 353-367

Processing fluency or the subjective experience of ease that consumers can experience when processing information is a prominent construct in consumer research.

How consumer involvement influences consumption-elicited emotions and satisfaction

Research Paper • Cristina Calvo-Porral, Agustín Ruiz-Vega, and Jean-Pierre Lévy-Mangin, Int. Journal of Market Research, Vol. 63, No. 2, 2021, pp. 251-267

There is scarce research on the relationship between the level of consumer involvement and consumption-elicited emotions.

Beyond the COVID-19 curve, health will remain at the center of consumer decision-making

Article • Susan Manber, WARC Exclusive, Spotlight US, May 2021

Examines the current global healthcare landscape and explores the COVID-19 pandemic’s impact on consumers, based on Publicis Health’s “Life Under the Curve” research throughout the health crisis.

How behavioural science can help the medicine go down

Article • Crawford Hollingworth, Liz Barker, WARC Exclusive, Spotlight US, May 2021

Explores how behavioural science can improve health outcomes, in this article, focusing on defaults.

Digital Divide - The discord between marketers' actions and consumers' behaviors

Article • Upland BlueVenn, Research on WARC, May, 2021

Poor data quality, a lack of skills and knowledge, and a lack of data and tech are barriers preventing marketers from fully personalising marketing messages to an individual.

The rise of the Zoombie [Teambie]: A Behavioural Science guide to understanding and combating the potential issues that can emerge in virtual meetings

Article • Lilly, The Behavioural Architects, May, 2021

There is growing evidence that video team calls can lead to potentially sub-optimal outcomes and decision-making.

How online retailers can maximize the impact of behavioral “nudges”

Article • Stephen Whiteside, Research on WARC, April 2021

Online retailers can leverage the power of behavioral “nudges” to influence purchase decisions made by digital shoppers, according to a study published in the Journal of Consumer Behavior.

The objectivity trap: On the biases and misconceptions that cause us to all undervalue B2B marketing

Article • Research on WARC, April 2021

Looks at how marketers can question presumptions and challenge norms, not to increase disruption, but in the face of disrupted times to find new tactics for business success.

A behavioural science toolkit to aid price and value optimisation

Article • Crawford Hollingworth, WARC Webinars, February 2021

Crawford Hollingworth, Founder of The Behavioural Architects identifies the key Behavioural Science concepts that have been used to optimise price and value, using both scientific evidence and real-world examples to bring alive understanding and implementation.

Strategy Toolkit module 4: Consumer behaviour

Article • WARC Strategy Toolkit, March 2021

This article discusses various approaches used by marketers to understand what consumers want.

Multimodal perceptual processing of cues in food ads: Do you smell what you see? Visual-induced olfactory imagery and its effects on taste perception and food consumption

Research Paper • Yamen Koubaa and Amira Eleuch, Journal of Advertising Research, Vol. 61, No. 1, 2021, pp. 78-94

In food advertisements, consumers often get inputs from only a few senses and rely on crossmodal interactions to represent those advertisement features from which they are not getting sensory stimulation.

The effects of context congruence on ad persuasiveness in e-magazines: It serves my motive, and I distinguish the advertisement

Research Paper • Achyut Telang, Debajani Sahoo, Sreejesh S., and Justin Paul, Journal of Advertising Research, Digital First, February 2021

Despite substantial interest in advertisement-context congruence as a determinant of advertisement effectiveness and advertisement memory in digital platforms, especially in the electronic magazine (e-magazine) context, less attention has been devoted to identifying how it influences advertisement persuasion.

How to navigate the ‘messy middle’ with video marketing

Opinion • Rohit Arora, February 2021

Using Google research on the ‘messy middle’ between intention and purchase, Rohit Arora delves into six ways to use video media to pull through the complexity.

Behavioural science toolkit to aid pricing and value communication

Article • Crawford Hollingworth, Leoné Mescal and Liz Barker, The Behavioural Architects, February 2021

Looks at how to leverage behavioural science in communicating price and help signal or optimise value.

Alternative proteins: Nudging consumers toward adoption in the food-tech revolution

Article • Dr Boon Chong Lim and Jeremy Sim, WARC Exclusive, February, 2021

Nanyang Technological University’s Dr Boon Chong Lim and Prototyping Lab Aufhaven’s Jeremy Sim examine how alternative proteins, considered the next wave of food innovation, can be successfully marketed.

Co-designing social marketing programs with “bottom of the pyramid” citizens

Research Paper • David Schmidtke, Sharyn Rundle-Thiele, Krzysztof Kubacki and Georgette Leah Burns, Int. Journal of Market Research, Vol. 63, No. 1, 2021, pp. 86-105

The significant challenges associated with adapting and delivering the co-design process with Bottom of the Pyramid (BoP) citizens are considered in this article, which tests a new "Empathy Building" step within the Trischler et al.

The use of branding strategies to increase the uptake of modern contraception among Kenyan youth

Research Paper • Alejandra Leyton, Paul Hutchinson and Anastasia Mirzoyants, Int. Journal of Market Research, Vol. 63, No. 1, 2021, pp. 15-26

Building brand equity is a strategic process that can boost normative and behavior change campaigns. However, the use of brand equity within the social and health sciences remains an under-researched field in lower income countries.

Africa’s heterogeneous middle class: A 10-city study of consumer lifestyle indicators

Research Paper • James Lappeman, Lara du Plessis, Emma Ho, Ellen Louw and Paul Egan, Int. Journal of Market Research, Vol. 63, No. 1, 2021, pp. 58-85

Income and living standards measures have long been used in market research and marketing in Africa. This study examined a set of lifestyle indicators (both belongings and behaviors) to determine their success in profiling middle-class consumers in sub-Saharan Africa.

Using immersion research and people-driven design to improve behavior change programs

Research Paper • Dee Jupp, Int. Journal of Market Research, Vol. 63, No. 1, 2021, pp. 9-14

This research note describes the use of immersion research in combination with people-driven design as an alternative approach to tackling intransigent behavior change challenges.

The behavioural science guide to making and breaking habits

Article • Crawford Hollingworth and Liz Barker, The Behavioural Architects, January 2021

To get 2021 behavioural change goals off to a better start, The Behavioural Architects have brought together the latest thinking from behavioural scientists, neuroscientists, psychologists and practitioners to provide a practical toolkit for how to make and break habits in the new normal.

Where are we going to be?

Article • Trajectory, Research on WARC, January, 2021

This report by Trajectory looks at how the COVID-19 pandemic has had a huge impact on daily life, particularly in terms of location and proximity.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
Rethinking brand for the rise of digital commerce

Article • WARC Exclusive, June 2021

This WARC white paper looks at rethinking how the marketing discipline should approach brand, media and performance marketing – and reframe it for a world of digital commerce.
The WARC Guide to Marketing in the gaming ecosystem

Article • WARC Best Practice, September 2020

A summary of new thinking and best practice on marketing in the gaming ecosystem, from the WARC Guide.
The WARC Guide to new research in marketing

Article • WARC Best Practice, January 2021

A summary of new thinking and best practice on new research in marketing.
What we know about consumer decision making

Article • WARC Best Practice, December 2020

Looks at the processes through which people make decisions, often sub-conscious, instinctive and driven by bias, and how to work with these processes effectively.