Marketing, advertising, and communications processes have changed to strategically capitalize on an increasingly digitally transformed, technologically empowered, globally interconnected consumer, or ...

While the psychology of consumer behavior would veer off into a number of different directions in the 1950s, its core remained psychoanalytic theory brought over from Europe in the 1930s. Nothing ...

You have so much new ground to till as a business owner that sometimes, you may feel like you'll never find a shovel big enough. Then comes the day when a member of your marketing team says that he ...

Seven industries, from pharma to finance, are turning to market modeling consulting to anticipate demand and guide strategy.

Citations: Tybout, Alice M., John Hauser. 1981. A Marketing Audit Using a Conceptual Model of Consumer Behavior: Application and Evaluation. Journal of Marketing. (3)82-101.

Consumers are attracted to crowds in stores, but they are not likely to buy something from a crowded location, according to a new study in the Journal of Consumer Research. Authors Sam K. Hui (New ...

Learn how situational content marketing is reshaping the future of content strategies. Adapt and resonate with your audience in real-time. For decades, marketers have relied on the traditional funnel ...