The Brainy Business | Understanding the Psychology of Why People Buy | Behavioral Economics cover image

275.The Illusion of Choice with Richard Shotton

The Brainy Business | Understanding the Psychology of Why People Buy | Behavioral Economics

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The Power of Concreteness

The power of concreteness is shown in a 50-year-old study by Ian Begg. He found that people were 10 times more likely to remember the concrete phrases, rather than the abstract ones. Increasingly, brands talk about things like trust and provenance - but they have to translate it into much more concrete terminology. Brands need people to remember things longer than just a few seconds,. We waited five minutes, and then we asked people what they can remember.

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