This is where we analyse human emotion, decode decision-making and break down the behavioural patterns shaping categories, culture and commerce.
Summary: Social conformity drives shoppers to follow the majority out of a desire for validation or social acceptance. By embedding clear social proof into choice architecture, brands can align with
Summary: “Shoppers make everyday purchases using fast, instinctive ‘System 1’ thinking, while reserving slow, deliberate ‘System 2’ thinking for complex decisions. Brands must design retail fixtures that seamlessly align with
