We are not rational, value-maximizing beings. Instead, emotion and mental short-cuts drive our behaviour and decision-making.
These short cuts (or cognitive biases) play a significant role when we buy products and services. And as they are typically unconscious to the buyer, they can be capitalized on via marketing and communications to push buyers towards your brand and improve your marketing effectiveness.
By James Redden, Managing Director of 2CV in Asia
Presented at Asia Research Breakfast Seminar in Singapore on April 26, 2018.
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