Consumer Research – African Marketing Confederation

New framework for understanding how emotions shape behaviour online

Researchers find three distinct reactions that explain why emotional content online can be so powerful – and have contradictory effects.

Buying counterfeits is not primarily a budget-driven phenomenon. Social, psychological and status-related motivations play an important role.

Study finds that transparent windows or cut-outs in packaging create greater psychological affinity with shoppers.

Experiment with fast-food drive-throughs shows how AI can subtly influence consumer decision-making without people realising it.

Customers react to brand inauthenticity with emotional implications comparable to those of human-to-human betrayal, researchers find.

Cost-per-wear reframes sustainability as smart spending, while supposedly cheap fast fashion suddenly appears more expensive, study suggests.

Researchers find people are happier and more satisfied when adopting sustainable lifestyles and resisting the temptations of consumerism.

Study finds that, in the US market, package size, ingredients and brand name are bigger drivers of purchases than sustainability.

Products with vivid packaging colours are consistently perceived as more potent or effective than those with muted tones.

People who believe in karma aren’t as concerned about brands’ ‘moral’ transgressions as they are about ‘non-moral’ ones.