We tested how reframing the name of the vegetarian food category shapes food choices. • Environmental, social, and neutral (vs. vegetarian) frames boosted vegetarian choice. • No consistent differences emerged among the three non-vegetarian frames. • We investigated the underlying psychological mechanisms behind the main effects.

Consider three levels: literal, liberal & lateral. Example: social proof... Literal: share the percentage of people who follow the norm in general Liberal: tailor the claims to what “people like them“ do Lateral: suggest popularity rather than stating it

dopamine, cortisol, oxytocin, serotonin

The amount and nature of value in a particular product or service always lie in the eye of the beholder, of course. Yet universal building blocks of value do exist, creating opportunities for companies to improve their performance in current markets or break into new ones. A rigorous model of consumer value allows a company to come up with new combinations of value that its products and services could deliver. The right combinations, our analysis shows, pay off in stronger customer loyalty, greater consumer willingness to try a particular brand, and sustained revenue growth. We have identified 30 “elements of value”—fundamental attributes in their most essential and discrete forms. These elements fall into four categories: functional, emotional, life changing, and social impact. Some elements are more inwardly focused, primarily addressing consumers’ personal needs. For example, the life-changing element motivation is at the core of Fitbit’s exercise-tracking products. Others are outwardly focused, helping customers interact in or navigate the external world. The functional element organizes is central to The Container Store and Intuit’s TurboTax, because both help consumers deal with complexities in their world.

There is an assumption that all decision making is instinctive, but in fact it's a balance between instinctive and deliberative. Marketers must try to understand what makes their brand the obvious choice for both types of decision making.

Great example of sales/marketing methods to learn from

Article about "Made to Stick: Why Some Ideas Survive and Others Die" in Time Magazine. I'm currently reading this book and will post a review soon. So far it's two thumbs and two big toes up!