In Brands Posted

Why Brands Need to Understand Religion

It’s often said that content is king, but when it comes to influencing our decisions, context may just have the edge. Studies by Vladas Griskevicius referenced in his book The Rational Animal suggest that the thing you see or experience immediately before an ad may have a critical effect on how you respond. So we were very interested in our colleague MG “Ambi” Parameswaran’s latest book For God’s Sake, which looks at the effect of religion (which is kind of like a metacontext) on consumer behavior. Ambi is an Indian ad industry veteran who has been with FCB’s Indian operation for over two decades, now serving as an Advisor, and while the book is written with the Indian market in mind, the context of religion is an important one for large swathes of the population even in secular countries.
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In Behavioral Economics Posted

Don’t Eat the Marshmallow

It’s the 1960s. Four-year-old Craig is sitting alone in a small room staring at a marshmallow. The woman who placed it there has promised she’ll be back in fifteen minutes. If he can’t wait, he can ring a bell. Then she’ll return and let him eat the marshmallow. But, she explained, if he waits the fifteen minutes, then he can have two marshmallows.
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In Behavioral Economics, Evolutionary Psychology, Instinctual Marketing Posted

The Rational Animal

The Institute of Decision Making is delighted to be sharing the stage at Advertising Week in NYC on September 26th with Professor Vladas Griskevicius, McKnight professor of marketing and psychology at the University of Minnesota's Carlson School of Management and the author of an important new book, "The Rational Animal: How Evolution Made Us Smarter Than We Think".
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