Paurav Shukla – a globally renowned expert in the field of Marketing, Branding and Luxury …
The article discusses the importance of interpersonal influences in consumption decision and why it is important in the context of luxury however has not been tested till date. Provides avenues of how it can be explored in the case of luxury.
Recently I was listening to the book 'Drive' by Daniel Pink wherein the author discusses how the present day motivational philosophy of focused on rewards and punishment falls short in today’s environment. While listening to the book one of the interesting concepts I came across was the idea of ‘performance goals’ vs. ‘learning goals’. Performance [Read Story]
Recently, I came across an article which focused on “15 reasons [why] luxury brands must be on twitter”1. When I started reading those 15 reasons, it got me a bit worried. I was unsure as to if any of those reasons really had a merit for a luxury brand. Like most academics, when I read [Read Story]
In some of my earlier posts, I have stated that there are two simultaneous paradoxical needs among us consumers with regard to consumption namely, (a) to conform and (b) to demonstrate uniqueness. In sociology and psychology this has led to creation of various terms such as fitting in or standing out, in-group vs. out-group behaviour, [Read Story]
A year ago, when it was launched, it was one of the most hyped products (service) from Google. It was hailed as the next generation of communication and the big G was promoting it as everyone will move away from regular email and will use Google Wave. Today, it was announced that Google “doesn't plan [Read Story]
While listening and later on reading Apple’s defence of the ‘Antennagate’, I felt how much strategic thinking has gone into this and how the debate was PR driven rather than having any talk of substance. Apple won praise of customers and non-customers alike because it stayed at the upper spectrum debate previously. It looked at [Read Story]
[podcast]http://www.pauravshukla.com/podcast/compromiseeffect.mp3[/podcast] Most consumers in developed and emerging markets are now facing an interesting choice making dilemma. It’s the dilemma of plenitude. This relates to most purchase decisions which includes a wide spectrum of products and services from buying corn flakes (a fairly low ticket item) to a car (a fairly big ticket item) and even [Read Story]
It has been well-established in psychology literature that consumers are highly irrational in most of their decision making. Moreover, Daniel Kahneman (the Noble laureate) and Amos Tversky (who would have also won it if he didn't die in 1996) have shown using various experiments throughout their research career that we as consumers are very poor [Read Story]