Why the decoy effect still matters—and why real-world evidence says marketers should treat it as a measurable nudge, not a magic conversion trick.

A campaign can now clear its first focus group before anyone has booked a room, opened a sample or tasted the product. Hundreds of synthetic respondents can compare a message, rank a package and explain what they would buy. They answer instantly. They never get tired. Not one of them has a pulse. This is the new temptation inside marketing research: large language models are being shaped into artificial consumers, sometimes with demographic profiles and purchase histories, th

New consumer research shows how the number and arrangement of choices can change whether premium offers feel extreme or normal.

Should music change as a café, shop, or restaurant fills up? A reader letter examines tempo, musical fit, staff noise, and what to measure.

Tropicana’s 2009 packaging redesign erased familiar visual cues and triggered a severe sales decline. The case reveals how to identify, test, and protect distinctive brand assets before a rebrand.

The IKEA effect explains why well-designed customer participation can increase value—and why effort without successful completion becomes friction.

AI answers are expanding the customer journey beyond a page of links. Small businesses now need coordinated facts, original evidence, and content worth retrieving.

Google and Meta are making AI production visible inside ads. A three-experiment study of 700 people reveals why disclosure can weaken loyalty—and how marketers can preserve the human effort customers value.