I have to do so much!

A mental cost, it’s simple thought: "I have to do so much." It can occur in different situations, but obviously it becomes strategic when we are about to buy a product or service. They can be harmful for conversion because they increase the fatigue of the decision. When the total costs (money + mental energy) are... Continue Reading →

Limited Edition vs Best Seller

Researchers Wu, Laurie & Lee, Christopher of Temple University (Philadelphia) in their article (Defines of the Self-Improvement vs. Other-Purchase Behavior - 2016), define that the perceived uniqueness of a product, alter the perceived value of the product itself. Furthermore, they describe the effect "popularity for others". That expresses itself significantly when shopping for others. Think... Continue Reading →

New CELINE: what A.I. thinks.

The change of CELINE, under the guidance of the new creative director Hedi Slimane has begun. Three strong signals highlight the beginning of the process: - New logo - Reset of the web channels   - Launch of a new product with a super celebrity: Lady Gaga (29.3 million followers on instagram). But what will... Continue Reading →

Testosterone and status

Luxury products play a fundamental role in social hierarchies. Thorstein Veblen in The Theory of the Leisure Class, defines these products: positional goods. Products that can describe their status and their social position. According to research published (2018) in Nature Communications, testosterone levels increase men's preference for status brands, compared to similar perceived but inferior quality... Continue Reading →

It’s not just a bag!

The fashion product, in contemporary society, represents an extension of the self. The dimensions that compose it are more complex; can be described through 4 dimensions: functional symbolic social emotional The goods we buy, such as a bag, represent a system of communication towards ourselves and others, which allows us to express our personality. The... Continue Reading →

Helps the purchase decision

For several years the purchase decision was studied and analyzed like a logical process. Guided by information and data. Actually, we know very well that it's not the right way. Our brain is influenced by many aspects and above all by our emotions. For example the prof. Damásio writes: "when we have to make a... Continue Reading →

Brand personality :-) :-(

If we want to talk about archetypes, first we must talk about C.G. Jung. Swiss psychiatrist, who described the human psyche through three components: ego (conscious mind) personal unconscious (unconscious mind, which contains memories removed) collective unconscious (unconscious mind, psychological inheritance) According to Jung, the archetypes represent universal patterns and images that are part of... Continue Reading →

I Am With You

In the contemporary era, consumers use brands to highlight their knowledge of culture, trend or style. But at the same time brands can also be used to communicate membership or exclusion from reference groups. Belonging to a group is a fundamental need, demonstrated by various researches and theories. People use products and brands to create... Continue Reading →

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