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April 4, 2016

Probably the most established particularity of human judgment is "loss aversion" - people dislike losses more than they enjoy equivalent gains.

Incurring a loss of $100 hurts roughly twice as much as gaining $100 brings pleasure.

We know that all humans are loss averse, to a greater or lesser extent. Naturally, the question of why is this the case? arises. 

Living on the edge

One very elegant explanation comes from evolutionary psychology. Our evolutionary ancestors lived in environments w...

August 20, 2015

Branding and brand building are important activities in marketers’ jobs and brands are important for consumers, too. Yet, there is, in my own view, a considerable fuzzy area on what exactly does branding mean and why consumers choose branded services (and products) over non-branded ones.

From the business’ point of view, brands are seen as identification means, differentiation means, assets etc. The process of branding (building a brand) is very well defined and structured in various stages.

From...

February 11, 2015

In branding and, more specifically, brand communication there is the concept of reason to believe.

In a nutshell, reason to believe is the argument supporting a (the) claim made by a brand.

For example, a product line from the cosmetics brand Nivea claims to help women to prevent / reduce wrinkles. This sub-brand is Nivea Q10 or Nivea Q10 Plus.

The claim of helping with wrinkles is supported by the argument (reason to believe) that these cosmetic products have the Coenzyme...

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