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.
Zero-Risk Bias
A cognitive bias where people prefer the option that seems to eliminate risk entirely, even if another option offers a greater overall benefit.