Author: Gary Mortimer

30 September, 2020
Filed under: Marketing, Environment and energy

Climate explained: are consumers willing to pay more for climate-friendly products?

Our intention to buy climate-friendly products does not always match our buying behaviour, especially when we pay more for such products.

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31 May, 2019
Filed under: Marketing

The IKEA effect: how we value the fruits of our labour over instant gratification

The IKEA effect says ‘that labour alone can be sufficient to induce greater liking for the fruits of one’s labour’.

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18 February, 2019
Filed under: Marketing

The decoy effect: how you are influenced to choose without really knowing it

Most pricing structures nudge us to spend more. But there's a particularly cunning type of pricing that can get us to swap our preference from a cheaper to a more expensive option.

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25 October, 2018
Filed under: Politics, Marketing

Supermarkets are not milking dairy farmers dry: the myth that obscures the real problem

The widely held belief that supermarkets are hurting dairy farmers by driving down the price of milk is incorrect.

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10 October, 2018
Filed under: Marketing

Growers are in a jam now, but strawberry sabotage may well end up helping the industry

History shows the targets of product tampering bounce back, often with sales stronger than before.

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