I’ve always been a big fan of how the behaviour of consumers constantly changes, and how marketers have to innovate the solutions for that change while maintaining creativity and ethics as their top consideration.
While it is clearly noticeable that consumer behaviour has been ignored and absent from most of communication campaigns for the past few years, it remains the most sophisticated science of what drives consumers to purchase certain products or being loyal to certain brands.
It is the mix of behavioral, motivational and psychological factors combined together that sets the consumer’s response to a campaign depending on: their own needs, perceptions, knowledge and experience. Topping i
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