Yes, I may not choose a zero-sugar ice cream versus my favourite indulgent brand even when wanting to lose weight.   Behavioural science explained all human behavior to be “irrational” given to biases like loss  aversion (the tendency to prefer avoiding losses over acquiring equivalent gains or the anchoring effect (how initial information can disproportionately influence subsequent judgments) and other many biases which deviate consumer choices from rational expectations. For example, in...

Netflix marketed its movie Kho Gaye Hum Kahan or KGHK as the GenZ version of classics like ‘Dil Chahta Hai’ and ‘Zindagi Na Milegi Doobara’.   IMHO, the movie was sad even as there is a sudden - almost unreal- transformation in the lives of its lead characters, and the movie ends on an upbeat note. After all, there is only that much realism one can take and typically Indian audiences need happy endings!! One would argue that the struggles of career, relationships and identity are eternal...

In a world consumed by unrealistic beauty standards, Dove's "Real Beauty" campaign stands as a testament to the transformative power of consumer insights and market research. The campaign, rooted in Dove's " The Real Truth about Real Beauty " research, aimed to challenge conventional notions of beauty and promote inclusivity in the beauty industry. The Challenge: Working with professionals from the London School of Economics and Harvard University, Dove set out to discover what modern women...