Consumer Psychology

Consumers view businesses as people and their transactions as zero-sum games. No wonder we think they’re are out to get us

friendly salesperson

Friendliness without friendship may undermine customer relationships

paying cash

Brain scans tell the tale: paying with cash packs an emotional punch

Disney crowds

Disney researchers decode consumer behaviour to discover untapped value

Consumers rarely notice when manufacturers position their own salespeople in retail outlets. Those firms better hope consumers don't wise up

data eye

The endgame is to change people’s behaviour at scale and undermine self-determination


Want a more well-rounded approach to using customer information? Let the C-Suite grab the reins

About one-third of food produced worldwide is wasted while millions go hungry. Research into consumer behaviour exposes the biases that undermine our good intentions

“The story we’re looking for is a story of human behaviour”
Marketing strategy must begin with the question: What is the problem that consumers are trying to solve?

Smith School of Business
Goodes Hall, Queen's University
Kingston, Ontario
Canada K7L 3N6

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