A product’s shape, packaging or logo contributes to consumer understanding and reactions to that product, previous research has found. But what impression does the perceived weight of a product convey and how can this be used for advertising and marketing purposes? Researchers Priya Raghubir, Lu Yang and Dengfeng Yan looked into this and discovered that consumers use a stability heuristic for weight judgements. Shorter, broader objects are judged to be heavier and thus are considered more stable. And when it comes to food items, weight also plays on such things as calorie assessment.
Today, advertisers have the power to control media scheduling and increase the frequency of individual-level display-advertising exposures. But is it always a good idea to draw consumer’s attention this way? The popularity of ad-blocking software suggests not.
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Consumers increasingly make purchase decisions based on online product reviews and rankings. Meanwhile, advertising is often designed to inform about a product or service’s benefits. Within both of these scenarios, consumers learn how to dovetail new understandings into what they already know about a brand, product or service. In this study, researchers looked to quantify the impact prior information (e.g. information obtained from past purchases or use) on consumer search and purchase decisions.
Last spring, businesses had to make quick changes to their marketing investments, ecommerce strategies and the role of analytics. At the first ARF Women in Analytics event of 2021, six leaders, from a variety of industries, shared how they helped steer pandemic recoveries.
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