Prospect Theory
A behavioral economic theory that describes how people choose between probabilistic alternatives that involve risk, where the probabilities of outcomes are known.
129 topics found for
“consumer markets”
Endowment Effect
A cognitive bias where people ascribe more value to things merely because they own them.
Brand Mark
A symbol, logo, or trademark used to identify a brand.
On-Brand
Actions, messages, or visuals that are consistent with the established brand identity and values.
Choice-Supportive Bias
The tendency to attribute positive qualities to one's own choices and downplay the negatives, enhancing post-decision satisfaction.
Relativity
A principle often used in behavioral economics that suggests people evaluate options based on relative comparisons rather than absolute values.
Brand Touchpoint
Any interaction or communication between a brand and its audience.
Emerging Trends
Newly developing patterns or shifts in technology, behavior, or design that have the potential to influence future practices and strategies.
Brand Initialism
An abbreviation formed from the initial letters of a brand's name, used as a logo or branding element.