A pudding tastes better when it is described as ‘healthy’ than when it is described as ‘diet’. A business proposal is more credible and persuasive when it is delivered by someone with the title 'director' than when delivered by the same person but using any other title. And students judge online courses more favourably when … Continue reading Labels matter for how organisations treat customers
Some time ago, I got a pile of books in a library clearance. There are some real gems among them – some of the books, I knew beforehand that they were special, such as a copy of Adam Smith’s Wealth of Nations; others, I am discovering how special they are as I ‘work’ my way … Continue reading Language, emotions and decision making
It has long been established that brand names influence our consumption behaviour, by shaping our perception of taste or, even, quality. Magnetic resonance imaging scans have shown that exposure to well-known brands activates the part of the brain associated with positive emotions, and that well-known brands are processed with less brain effort than lesser-known ones. But … Continue reading The power of labels – Does a rose by any other name smell just as nice?