Welcome to the new series on liveinnovation.org, where we fous on the fascinating world of Marketing Psychology. If you’re an undergraduate, postgraduate, or a lifelong learner with a keen interest in understanding what truly motivates consumers, this series is tailor-made for you. In these discussions, we will explore key psychological principles, including operant and classical...

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...