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Consumer Psychology


Not Loud, Just Effective: The Quiet Side of Marketing
Compared to loud marketing, which often uses bold visuals and high-energy messages, quiet marketing takes a calmer and more authentic approach. More brands are turning to it today because customers value sincerity over flashiness.
Amelia Er
Nov 125 min read


The Hidden Bias That Makes Effort Feel Rewarding
Why do we often value something more just because we worked harder for it? This hidden bias, known as the Effort Heuristic, explains why a self-built IKEA shelf feels more precious than a ready-made one. From gamified apps to personalized experiences, brands are tapping into this psychology to turn effort into loyalty.
Amelia Er
Sep 174 min read


Understanding Customer Avatars: Beyond Basic Demographics
To build stronger customer avatars, look beyond basic demographics. Pay attention to how people define their identity, the influence of their generation, when they tend to buy during different seasons, the cultural movements shaping their choices, and the emotions that drive their decisions. These insights turn a flat profile into a living, relatable customer story.
Pei Yen Hew
Aug 274 min read
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