Agencies are turning to psychologists to harness the power of consumers’ minds

Many of us assume that humans think and act rationally, so when it comes to buying behaviour, we believe that people will buy the best things that they can for the lowest price. But research is revealing aspects of human behaviour that are surprising, suggesting that many consumers are far less calculative. Brands and ad professionals need to take note, because successful messaging doesn’t always involve telling people that something is the best, the cheapest or the right thing to do. In fact, such messaging can often appear counter-intuitive.

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