Have you ever struggled to find the right film on Netflix and ended up dissapointed with the choice you made? Well my friend, you are not aloe. You probably experienced choice overload. Strangely, consumers often believe that having too many options is something positive. After all, the more options the more they have to choose from. Therefore, a greater likelihood of being...

Hello my friend, and welcome back for the Part 2 of our discussion on operant conditioning. This time I would like to guide you on how marketing applies it to influence the behaviour of consumers. I am sure you will identify with many of the examples and recognise that you have been “fooled” before by these practices. But before we start, shal we do a quick review? In...

Data collection for the 2022 Edition of the Live FM: FAN MONITOR project is up and running! This is the third year of the Live FM:FAN MONITOR project, a research initiative aimed at investigating consumer trends in the music industry. Our goal is to understand how fans feel and behave in relatio to topics that are relevant for the industry, but also from an academic perspective....

Welcome to the 2021 edition of the Live FM: Fan Monitor! And what a ride it has been. 2021 was a year of hope and uncertainty for the industry of live music in Germany and Scotland, but also across the globe. Hope, as many countries managed to vaccinate much of their populations against the Coronavirus and impose public health measures that helped limit the spread of the virus. As...

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...