Cognitive Biases

Research participants associated angular shapes with spiciness. Rounded shapes, in contrast, were linked to soft, less fiery qualities.

Retail media allows brands to reach shoppers directly, right where and when they’re making purchase decisions. Here's how to incorporate shopper psychology.

To stay competitive, it’s crucial to address the following shopper marketing challenges with strategies informed by shopper psychology and behavioural science.

From Packaging and POS, to Websites and Retail Media Advertising, all can be dramatically improved by applying proven Behavioural Science

With the current explosion of branded bay activity within the supermarkets, we thought we'd take a look at how they perform psychologically.

Packaging plays a crucial role in influencing shopper choices. It is not just the design or colour that matters, but also the location of images on the pack

This fascinating study reveals how packaging material, glass versus plastic, affects our judgments of quality and taste.

While it may seem like a small adjustment, shrinkflation has a big impact on how shoppers perceive both retailers and brands.

How can retailers adjust their store layouts to better meet the needs of today’s shoppers? The answer lies in embracing behavioural design principles.

In 2024, UK grocery brands and retailers face a rapidly evolving landscape influenced by economic pressures, digital transformation, and shifting behaviours

How to ensure that your retail media are not only visually appealing but also rooted in psychological principles that drive shopper behaviour.

Retail media allows brands to reach shoppers directly, right where and when they’re making purchase decisions. Here's how to incorporate shopper psychology

Retail media has quickly become popular because it allows brands to target shoppers in a highly effective and immediate way, right where they’re buying.

Understanding human behaviour is key to business success, this behavioural science coaching offers a powerful tool to unlock your organisation's full potential.

Are you ready to unlock the power of Behavioural Science & transform your business with Shopper Psychology-based insights?

In the grand Medici tradition, we help you bring together the best minds from various disciplines to create a renaissance in retail

Think of a product's packaging like a book cover – it's the first thing you see, and it sets the tone for what's inside.

Shopper Psychology training offers customisable modules to address your specific business challenges. Acquire the knowledge and tools to excel in your market

Behavioural Science offers a treasure trove of insights for brands and retailers seeking to connect with shoppers on a deeper level.

In this article, we explore the role of shopper psychology in category management and its potential to revolutionise retail strategy.

In the fiercely competitive world of retail, where consumers are bombarded with choices at every turn, packaging design has emerged as a critical element...

Are you ready to discover the key to unlocking brand performance in-store? Adding a D.O.S.E of neuroscience can transform shopper perceptions.

In the rapidly evolving landscape of shopper marketing, & retail, significant challenges are being faced by leading brands & retailers.

Key psychological factors that influence shopping behaviour and give both retailers and brands significant advantages in terms of sales, satisfaction & loyalty.

In a world where customer expectations are rapidly evolving, using the science of shopping behaviour can tangibly invigorate your brand.

A 90 minute online training course developed to give you and/or your organisation a practical, understanding of all aspects of Shopper Psychology.

If brands and retailers do just one thing to improve their understanding of shopper behaviour, they should spend an hour in a store observing them

Shopper marketing is a key focus for brand marketing due to changing shopper behaviour and the technology led transformation of retail.

Imagine that you are in your local supermarket and want to buy a can of Cola [feel free to insert your category name instead]. Which would be more appealing?

Packaging plays a pivotal role in the success or failure of any product in a competitive market. Learn what stands out, attracts, engages or turns off shoppers!

Researchers have been examining the influence of packaging design on consumer taste impressions.

A study has found that health claims on-pack, really do make us see a product as healthier, even if it's not actually healthy at all.

Exaggerated portion sizes are generally pictured on the front of product packaging to stimulate food craving and influence shopper purchasing decisions.

As retail becomes increasingly competitive, brands and retailers are finding new and innovative ways to attract and retain shoppers and consumers.

When you understand how shoppers buy, you can influence what shoppers buy. Typically 40% of the footfall can be influencedc (but which 40%)?

Shelf Ready Packaging (SRP) has become a popular choice for grocery and supermarket retailers in recent years.

Learn how people process numerical values, and 7 techniques to optimise the perception of your price accordingly.

Packaging design must convince the shopper, often within a second or less, that a product is the best value for money, the tastiest AND the most effective...

I have taken a look into some of the limitations of artificial intelligence and why tools such as ChatGPT won't be ruling the world just yet.

Using zero-risk bias can work in en employer's favour when it comes to sustainable shopping.

Understanding the impact of advertising and media messaging can impact our purchasing habits.

Making your product stand out against the crowd will make shoppers more likely to choose it.

Using emotional temptation can persuade shoppers to opt for the sustainable option.

How can employers guide shoppers towards the more sustainable option?

Shopping more sustainably is more about long-term consequences, but how can we convince shoppers that this is the best option to choose?

Making sure customers are aware that the sustainable choice is the best one can work in your favour.

The impact of the negativity bias on sustainable shopping habits.

The importance of understanding this cognitive bias cannot be underestimated.

How to make sure loss aversion doesn't negatively affect your business.

Making sure your customers are not overwhelmed with choice can work in your, and the planet's favour.

How the sunk-cost fallacy is incorporated into sustainable shopping.

The ways you can use the illusory effect in your own sustainability initiatives.

How can employers use the IKEA effect to encourage sustainability?

Understanding and recognising hyperbolic discounting can help encourage consumers to opt for a more sustainable choice.

Groupthink can have a significant impact on the way consumers make sustainable decisions.

Ways that companies can utilise the framing effect when trying to switch consumers' perspectives on their products.

When we tend to fixate on the first piece of information we receive, this can impact our purchasing habits.

Our tendency to place a higher value on products that we already own can effect the retail space.

When we are choosing between two products simultaneously, our views are different.

We are typically more likely to spend money when it is in smaller denominations. This can be used to encourage sustainable choices.

Using the default effect correctly can ensure customers opt for the most sustainable option when presented with a range of choices.

Ensuring that your product stands out against other options so that shoppers choose the most sustainable option is possible when employing the Decoy Effect.

Courtesy bias can be found everywhere in the retail industry.

How congruence bias provides opportunities in sustainable shopping.

Ways you can use confirmation bias to encourage sustainable shopping practices.

The ways to utilise choice-supportive bias to encourage customers to implement sustainable choice into their purchasing decisions.

How we can use the Ben Franklin effect when encouraging shoppers to carry out sustainable actions.

When we mistakenly judge a situation and fail to take into account all surrounding relevant information, we are using the base rate fallacy.

Our tendency to follow the crowd has an impact on our sustainable shopping experience.

Specific criteria that we remember can affect our decision-making when shopping sustainably.

Automatically assuming that details are correct when shopping affects our ability to shop sustainably.

When we don't consider the wider picture while we make a purchase we are implementing attribute substitution.

When we don't try to see all sides of a story we are displaying attentional bias and this comes into play when we are shopping sustainably.

Our tendency to rely on the first piece of information that is fed to us can impact how we shop sustainably.

When applying cognitive biases to promote sustainable shopping we can see the impact of the ambiguity effect on our sustainable shopping practices.

Retail has seen fast-paced change from high street stores to online shopping. Now comes the metaverse - a digital innovation set to shake up retail!

Attention business travelers! This is what quarantine is really like.

Online sales are growing and growing fast. But just how psychologically optimised is the typical online selling environment?

Zero-risk Bias is a tendency to prefer the complete elimination of a risk even when alternative options produce a greater reduction in risk overall.

The third-person effect determines that we tend to perceive that mass media messages have a greater effect on others than on ourselves.

Salience Bias is the cognitive bias that predisposes shoppers to focus on items that are more prominent or emotionally striking.

Ever snapped up a last-minute offer by the tills? A small chocolate bar? A packet of chewing gum? That's impulse buying, aka Restraint Bias.

In prospect theory, the Pseudocertainty Effect is the tendency for people to perceive an outcome as certain while it is actually uncertain.

Present Bias is the tendency to rather settle for a smaller present reward than to wait for a larger future reward, in a trade-off situation.

Post purchase rationalisation, or choice-supportive cognitive bias, is the tendency to retroactively ascribe positive attributes to an option one has selected.

The negativity bias is the notion that things of a more negative nature have a greater effect on one's psychological state than neutral or positive things.

The mere-exposure effect is a psychological phenomenon in which people tend to develop a preference for things merely because they are familiar with them.

Loss aversion bias refers to our human tendency to prefer avoiding losses to acquiring equivalent gains.

The Less is Better Effect is a preference reversal that occurs when the lesser or smaller alternative is preferred when evaluated separately, but not together.

The Sunk Cost Fallacy is a human behaviour pattern in which people continue a behaviour as a result of previously invested resources (time, money or effort).

The Illusory Truth Effect is the tendency to believe false information to be correct after repeated exposure.

The IKEA effect is a cognitive bias in which consumers place a disproportionately high value on products that they partially created.

Hyperbolic discounting is a cognitive bias where people choose smaller, immediate rewards rather than larger, later rewards.

Groupthink is a psychological phenomenon that occurs within a group of people, resulting in an irrational or dysfunctional decision-making outcome.

The framing effect is a cognitive bias where people make decisions based on whether the options are presented with positive or negative connotations.

The Focusing Effect is the tendency for the brain to rely too much on the first piece of information it received in relation to decisions made later on.

The endowment effect is an emotional bias that says that once we own something, or have a sense of ownership, we irrationally overvalue it.

Distinction Bias is the tendency to view two options as more different when evaluating them simultaneously than when evaluating them separately.

A cognitive bias relating to currency, suggesting people are less likely to spend larger currency denominations than their same value in smaller denominations.

Default refers to the option that shoppers end up with if they do not make an active choice - something given to them on a plate, sometimes quite literally!