My friend, tell me something: do you believe in free will? Do you consider that all of your behaviors are under your full control? Here is a quote I really enjoy: “We believe in free will, because we know our behavior. But not its causes.” This quote is credited to Jonathan Edwards, an American revivalist preacher, philosopher (1703 –1758). As consumers, we make decisions...

My friend, do you see the lady at the music store on the photo of this article? Rumors say she has become obsessed with vinyls. Indeed, it is a fascinating way of listening to music, which has gone back to being trendy. But how did she come to this decision of purchasing vinyls? And what process does she go through in order to purchase them? In this article I would like to take you...

Brand Personality The development of marketing enabled companies to carefully construct brands. And what are brands exactly? Well, brands are set of signifiers which communicate a company’s values, culture, quality of their products and much more. It is therefore built to portray the way how the company wishes to be perceived by their target audience and the general population....

My friend, I find it beautiful how complex human behaviour can be. For example, we do not behave consistently as one same person, permanently with same motivations. Depending on the situation and perspective, we can be many. And we tend to have a clear sense, notion or concepts of each these versions of ourselves, which are named: self-concepts (defined by Rosenberg in 1979 as “the...

Let us be honest, most of us adores observing the behavior of strangers in public places (well, at least I do. Airports are great for it. Please do not judge). Imagine for a moment you are outside, looking around and observing others. Let us notice how they are dressed, the style of clothes they are wearing, the brands we can identify, their socialization behaviors with others, if...