Activating Brand Associations with Behavioral Science

View our on demand webinar for tips and illustrations how to embed Behavioral Science cues across consumer touchpoints in order to increase purchase-decisions.

The author(s)

  • Greg Gwiasda, Ph.D. Vice President and Behavioral Scientist, NA, Behavioral Science Center
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Brands are increasingly looking to drive growth by expanding usage occasions. While this signifies a fundamental shift from the traditional strategy of creating more “loyal” consumers, the communication tactics and strategies we employ have not sufficiently evolved. Simply stated, brands still tend to employ the same strategy

  1. to create a desire for the brand in more situations and
  2. to expand usage occasions. However, based on Behavioral Science, these two goals require very different strategies.

Research tell us that specific actions are more likely to occur when they are linked to concrete cues or signals that help consumers know when, where, and how to use our products, whereas creating desire for product is more closely related to overall goals product helps to achieve. Desire is of course important, but Behavioral Science informs us that it is just part of the story.

View our on demand webinar for tips and illustrations how to overcome the often-ignored opportunity for brands to drive growth by embedding these cues across their consumer touchpoints — from websites and advertising to in-store signals and packaging.

The author(s)

  • Greg Gwiasda, Ph.D. Vice President and Behavioral Scientist, NA, Behavioral Science Center

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