Evidence-based marketing

The Two Paths of Advertising Persuasion

Petty and Cacioppo's Elaboration Likelihood Model (ELM): central vs peripheral route, the role of involvement, and how to use it in...

5 Psychology Books to Understand People

Kahneman, Cialdini, Goleman, Ariely and Duhigg: what each book teaches about people, its editions and the limit to know before using it in...

5 Outstanding Books on Neuromarketing and Consumer Psychology

How does the human mind really work? How do customers choose and remember? How rational are they? The science of the mind starts here.

Do Prices Ending in .99 or 7 Actually Boost Sales?

Finally, scientific evidence for the big question: do prices ending in .99 or 7 really work?

The Power of Three: A Golden Rule in Business

The Most Common Methodologies for Setting the Price of a Product

A straightforward guide to start thinking about a company's primary revenue driver: the pricing of our products and services.

The Five Steps of the Consumer Decision-Making Process

Every customer is different, but the human unconscious follows a fairly common path when facing a potential purchase.