Cognitive Biases as Boosters: Using Cognitive Biases to Improve Communication Recall for Emmi Jogurtpur
Journal
Marketing Review St. Gallen
ISSN
1865-6544
Type
journal article
Date Issued
2022-06-30
Author(s)
;
Omlin, Christian
;
Naef, Stefan
;
Steiner, Thomas
;
Schumpf, Etienne
;
Abstract (De)
Only one in three Swiss brands strategically uses insights from consumer psychology research when developing new marketing communication. However, if done in a structured and strategic way, applying these insights can boost a brand’s marketing performance. We present the successful application of insights from consumer psychology research to Emmi Jogurtpur. We show how it can be done and how successful it can be for brands.
Language
English
HSG Classification
contribution to scientific community
HSG Profile Area
SoM - Business Innovation
Refereed
Yes
Publisher
Gabler/GWV-Fachverl
Publisher place
St. Gallen
Volume
4
Start page
18
End page
23
Pages
6
Subject(s)
Eprints ID
266554
File(s)![Thumbnail Image]()
Name
MSRG_Ausgabe_04-2022_Fuchs et al.pdf
Size
667.64 KB
Format
Adobe PDF
Checksum (MD5)
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