Brand perception today has an increasingly immense influence on consumer behavior and market positioning. Defined as the collective opinions, beliefs and emotions held by consumers toward a brand, ...

Research indicates that cultural background shapes how individuals perceive themselves and engage in consumption. Cultures vary along dimensions such as individualism–collectivism, ...

Price fairness perceptions refer to consumers’ evaluative judgements of whether a price or pricing process is just, reasonable and equitable. These perceptions arise from comparisons between actual ...

Many forces can affect consumer behavior, yet recently I can’t think of one greater than the pandemic. This reality, coupled with timing and opportunity, allowed many industries to thrive, especially ...

This video explores the rising trend of “Nothing Marketing” and how brands are using minimal messaging, silence, and ...

Past neuroscience and psychology studies have shown that people's expectations of the world can influence their perceptions, either by directing their attention to expected stimuli or by reducing ...

Forbes contributors publish independent expert analyses and insights. Kara Dennison writes about careers, leadership, and the job market. More than 70% of professionals experience imposter syndrome or ...

One of Nigeria’s leading marketing communications professionals and Group Chief Executive Officer of Prima Garnet Africa, ‘Lolu Akinwunmi, has underscored the critical role of consumer psychology in ...