Why We Buy

08/10/2014
A model of total shopping experience

1
2
BEFORE
Demographic
variables
Mood
Types of trip
PREPARATION
MOBILITY
5
IN THE STORE
Previous search
Shopping time
Effort
Value perception
and previous
experience
Weekday
Emotion
Distance and
mobility
Much or little
attention / pressure
Elaboration / use of
shopping list
Shopping
experience
perception
Buying strategems
Influence of other
AFTER
Competence,
satisfaction
Delight
Etiquette,
motivation and
purchase
Product or store
Rejection and
negative
experiences
Beyond after
Atmospherics
IMPLICATIONS
How do you manage the
shopping experience?
How much effort is
legitimate to ask?
Proficient, satisfactory or
delightful?
Better high or low
agglomeration?
Too much or too little
attention?
Discarding customers or
caring for all of them?
What atmospherics to
use?
A clean and tidy shop or
not?
A large or small
assortment?
Too much wait or not?
Let people touch
products or not?
Does size matter? Large
or small?
Professor Jos Luis Nueno
Implications
1
2
BEFORE
Gender has a significant

influence on the buying
behavior. It has significant
implications for consumer
markets: men seek more
comfort, are more brand
loyal, more influenced by
communication and ask
and browse less.
The mood intervenes in a
determining way on the
shopping behavior:
moodiness affects on a
poorer attention, less
willing to accept self-help,
and more attention to
products than to the
store.
Main types of shopping:
Exploratory: Products
or stores that are
unknown
Entertainment and
Impulse: Shopping
without experience
3
PREPARATION
The importance of
consumer behavior on
time management: 37%
have no clear purpose in
organizing their time
The shopping perception
on a frequently visited
shopping store is based
on three basic variables:
quality, convenience and
price
4
MOBILITY
The shopping list is an

external memory aid.
When a brand is included
in the list, is often
purchased
5
IN THE STORE
Demographic variables
strongly influence the

time to go shopping,
especially if the consumer
works outside home or
not, if they have young
children or if they are
senior citizens
The most common
shopping is Saturday.
You can target
consumers between
random consumers and
routine consumers (the
former are more frequent,
intensive and not very

keen on promotions)
Changing from a local
store has to do with the
location. Generally
consumers are reluctant
to change store if the new
distance is higher.
Temporary price changes
have no effect on the
mobility
A higher shopping effort

implies a greater satisfaction
and a more favorable
evaluation. The effort that
results in greater satisfaction
leads to repetition.
Protecting the emotional
content: not harass the
customer, provide
information, vendors trained,
wide assortment.
Provide customer space and
get the ideal "trade-off"
between chasing and being
available.
Shopping with no
experience: involved
consumers tend to be more
impulsive.
Other key factors influencing
how fun or boring is the
shopping experience are:
price, assortment, vendors,
weather and atmospherics
The value of atmospherics
more like lack of fun" than
"fun."
The value of others and the
importance of managing the
crowds and queues.
AFTER
IMPLICATIONS
Create effect is not always

under control of the retailer:
queues, broken stock or lack
of change.
Delight is secondary level

emotion characterized by the
combination of primary
emotions. Involves shopping
repeat repetition.
The shopping experience

evokes its value if manages
to reconcile the desired
loyalty and provide
enjoyment and fun.
The fearsome experiences

arise when safety, selfesteem or justice are
infringed from the point of
view of the consumer.
Beyond after there is also a

shopping experience:
Delivery, installation,
maintenance, repair, reverse
logistics.
The value of others and the

importance of managing the
crowds and queues.
08/10/2014
Blame the machines
Digital changes the Marketing & Data landscape

New Marketing
Model
New Data Environment
Consumers control brands
Listen & observe
End of the funnel
Traceability
Adspend, shopping, WOM,

research moving online
Promise of real time and

optimisable in market
08/10/2014
Framework
Digital Driven Marketing
TV Ad
Newspaper Ad
WOM
Outdoor Ad
Digital Ad
Search
Decision &
Purchase
Recommendation
Advertising
WOM
In Store
WOM
Social Media (TT,

FB, review sites)
Brand Website
Social Media
Review Sites
Brand SN site
Price Comparison
Mobile LBS
Couponing
SN pages
On & Off
synergies
Consideration &
Research
ON
# Touch points
OFF
Awareness
# Touch points
High
Low
Source
Brand
Consumer
Funnel (decision tree) of fragrances based on SM

Reference model
Social media allows to gather information from all stages of the "Funnel Consumer", but these are phases
"communicated" spontaneously by independents at each stage and must be interpreted this way
Purchase
Motivation
Trigger
Awareness,
Knowledge,
Information search,
Exposure
40%
Purchase**
15%
Interest/
Consideration
set
15%
Communicated decision/
Expressed final intention
Fragrance
Expressed
repetitive
purchase
Retailer*
10%
15%
5%
X%
Approximate weight of messages

classified by stage of the funnel
* There is little information about retailer of fragrances in posts, information about them comes from database ad-hoc
** Messages about purchases offer information about "triggers" and decision criteria
08/10/2014
Funnel (decision tree) of fragrances based on SM

Purchase intentions or events reported
Purchase
Motivation
Trigger
Awareness,
Knowledge,
Information search,
Exposure
What alternative reasons for purchase are reflected in

the SM?
What to know about the Christmas season?
Communicated decision/
Expressed final intention
Interest/
Expressed repetitive
purchase
Consideration set
Fragrance
What awareness
generating actions
produce more buzz?
What are the types of

questions made in
social media?
What fragrance
selection criteria set
out in social media?
When it comes to
awareness, what we
talk more? With what
tone?
What are the sets of

spontaneous
consideration?
Do they vary when

buying for yourself
that when it is a gift?
Who are the key

influencers?
What relevance have
social media in
generating awareness?
Purchase**
Are gifters more

exploratory and given
to switch on the gifts
than when they buy
for themselves?
Retailer*
What are the most
frequently mentioned
retailers in the buzz, in
relation to purchase
intention?
What retailer selection
criteria set out in social
media?
What fragrance is
repurchased more
frequently (by intention)?
What fragrance is
recommended, based on
use or high involvement,
e.g., recommend to an
idol on Facebook, or a
family member,
someone who you can
not fail, and sometimes
in front of thousands of
pairs?
Buying gifts is more
thoughtful than buying
for yourself?
Marketing challenges in a Digital Age

How do my consumers behave online? What are the underlying needs and
Understand
motivations?
What do consumers say about my brand? What effect does it have on my
Listen
reputation?
How can I make consumers collaborate and engage for the benefit of my
Activate
brand?
How can I optimise my digital marketing efforts in Paid, Owned and Earned
Optimize
Media?
How can I measure the impact of my digital activities in my Marketing
Measure
objectives?
the Consumer
08/10/2014
Why we buy?
Barcelona, October 2014
Does our consumer behaviour reflect ancestral

motivations or is it an ever evolving result of
modernity?
10
08/10/2014
How, why and when these motives shape

consumer behaviour?
11
12
Culture vs. biology
vs.
08/10/2014
Drive a grey Prius or a red Ferrari
OR
13
14
Which kind of childrens car seat
OR
OR
08/10/2014
A McMansion in the suburbs or a bungalow near

downtown
OR
15
Worry about whether mouthwash a makes a

mediciny breath
16
08/10/2014
Whether detergent x might leave a ring around

their collar
17
Taking too much risk with the retirement package in

their 401 (k) account
18
08/10/2014
Why some people happily spend their hard-earned

money on luxury goods with no survival benefit
19
Why people make irrational choices to avoid losses

rather than acquire gains
20
10
08/10/2014
Emerging theory and evidence suggests that deep-seated ancestral

social motives continue to influence much modern behavior, albeit
not always in obvious or conscious ways
EVADING PHYSICAL HARM
1
2
AVOIDING DISEASE
ACQUIRING A MATE
5
MAKING FRIENDS
ATTAINING STATUS
KEEPING A MATE
6
CARING FOR FAMILY

7
A persons preferences, behaviors, and decision processes can change dramatically in

predictable ways depending on which motive is currently active
21
Modern humans are endowed with a psychology

that inclines them to process information and make
decisions in ways that have enabled our ancestors
to survive, thrive, and replicate
22
11
08/10/2014
Are consumers hostages of inherited psychological

adaptations to solve specific social challenges and
thus vulnerable to environment?
23
Evolutionary approaches to understand human

behaviour are as much about marketing as they
are about biology
24
12
08/10/2014
Implications
MODERN HUMANS CRAVE
FOR
SINCE
Poisonous edibles are

sour
salt is essential for
human hydration
Sweet..
savoury
fat
...edibles
AND
VULNERABLE TO
THE MODERN
PACKAGED
GOODS
ENVIRONMENT
and fat for protection

against cold
THE TOXIC
ENVIRONMENT
25
Summary of childhood eating behaviour research
WHAT DO WE KNOW
ABOUT HOW
CHILDREN EAT?
WHAT DO WE NEED
TO LEARN?
Biological factors
Children have a preference of sweets and salt
Children fear new and unfamiliar foods
Children are predisposed to learn to prefer energy-dense
foods
Children can effectively self-regulate when provided with
healthful food choices
Parenting factors
Children need approximately 10 exposures to new foods to accept them
Children can learn to prefer new foods as they become increasingly familiar
Children are more likely to eat foods than teachers, parents and peers are eating
Children overeat when they are rewarded for eating
Children desire palatable foods that they can see but are forbidden to have
Are some children biologically vulnerable to difficulty self-regulating food
intake?
Which comes first parental restriction or childhood disinhibition?
Can children self-regulate intake when surrounded by palatable high-calorie
foods?
How can parents encourage healthful eating without being perceived as
withholding?
26
13
08/10/2014
The body has become a marker of personal and

social identity, with a healthy and fit body equated
with self control, self denial and will power
POSITIONAL
GOODS
VS.
27
NON
POSITIONAL
GOODS
28
14
08/10/2014
Thought experiment (1)

Try to imagine you are actually confronting this hypothetical choice
WORLD A
WORLD B
You will live in a 4,000 sq. foot home

and others in 6,000 sq. foot houses
You will live in a 3,000 sq. foot home

and others in 2,000 sq. foot houses
YOUR HOME
YOUR HOME
29
Thought experiment (2)

Try to imagine you are actually confronting this hypothetical choice
WORLD C
WORLD D
You will have 4 weeks of vacation time

and others will have 6
You will have 2 weeks and others 1

week
30
15
08/10/2014
Positional concerns weight more heavily in the first

domain than in the second
Most of you picked B, where your absolute house size is
smaller, but your relative house size is larger
YOUR HOME
and
Most picked C, choosing greater absolute vacation time

at the expense of lower relative vacation time
In positional goods, the link between context and evaluation is strongest, while in
non-positional goods, the link is weakest
31
Housing is positional and vacation non-positional

1. People care more about relative consumption in some domains than in
others
2. Concerns about relative consumption lead to positional arm races or
expenditure races focused on positional goods
3. Positional arms races divert resources from non-positional to positional,
causing large welfare losses
4. For middle class families, the losses from positional arms
races have worsened by rising inequality
32
16
08/10/2014
Fundamental motive can be activated by external

or internal cues
A fundamental motive can be activated or primed by external or internal
cues indicating threats or opportunities related to a specific evolutionary
challenge
*Kenrick et al., 2010a
33
The currently active fundamental motive shapes

preferences
When a fundamental motivational system has been activated, it produces a
specific set of consequences for attention, memory, cognition, and behavior
This coordinated cascade of responses functions to solve the ultimate problem
associated with the currently active system
*Kenrick et al., 2010b; Neuberg, Kenrick, & Schaller, 2010

34
17
08/10/2014
35
36
Self protection (1)

Our ancestors were those that survived,
and to do so they relied on a welldeveloped self-protection system that
persists in modern humans
Our self-protection system is activated by
cues indicating physical danger, from
angry expressions to simply being in the
dark
A self-protection motive spurs people to
seek safety and make safe choices
Activating this motive leads people to
take fewer risks, prefer the status quo
and be particularly averse to losses
* Lerner & Keltner, 2000; Jost & Hunyady, 2005; Li et al., 2012
18
08/10/2014
Self protection (2)

While some products and services function to directly fulfill a self-protection
need, fundamental motives such as self-protection may influence many
aspects of consumer behavior
For instance, activating a self-protection motive might lead people to value
brands and product features associated with safety, to prefer familiar and
safe-minded brands (such as Volvo cars) over less familiar brands, or over
brands associated with features unrelated to safety, such as value, variety,
novelty, efficiency, luxury, or excitement
37
Disease avoidance
One result of the ever-present pathogen threat has been the evolution of a biological
immune system to fight off infection
A second has been the evolution of a
psychological behavioral immune
system that helps us avoid infection in
the first through our behaviors
Disease avoidance motive spurs people
to seek familiar foods and avoid those of
foreign origin, unless those foods are
sealed in airtight packaging
Merely seeing an ad for a pharmacy can
activate this motive, increasing peoples
willingness to pay for products that are
brand new rather than used
*Schaller & Park, 2011; Li, Ackerman, White, Neuberg, & Kenrick, 2012 Huang & Ackerman, 2012;
38
19
08/10/2014
Balance sheet of healthful vs. unhealthful foods

UNHEALTHFUL FOODS
HEALTHFUL FOODS
Better tasting (i.e., higher in sugar,

fat, and salt)
vs.
Worse tasting (i.e., lower in sugar,

fat, and salt)
Highly accessible
vs.
Less accessible
More convenient
vs.
Less convenient
More promoted
vs.
Less promoted
Less expensive
vs.
Less expensive
39
Framing obesity with the Medical Model vs.

The Public Health Model
Medical Model
Public Health Model
Individual Severity
Population Severity
Who is affected
How many are affected
Individual causes
Population causes
Assessment
Etiology
Biology or personal choice drive weight
Environment is a major driver of prevention
Treatment
Prevention
Personal responsibility
Public/social responsibility
Individualism
Collectivism
Right to privacy
Right to safety and health
Medical system intervenes
Government and the private sector intervene
Fundamental attribution error
Empathy and altruism
Response
40
20
08/10/2014
Summary of childhood obesity stigma research
WHAT DO WE KNOW
ABOUT THE STIGMA
OF CHILDHOOD
OBESITY?
No one is immune from negative attitudes towards obese children

Children as young as 3 years old hold negative attitudes about obese peers
Childrens negative attitudes become stronger with age
Teachers and college admission officers exhibit negative attitudes towards obese students
Parents exhibit negative views of obese children in both subtle and behavioral ways
The impact of stigmatization is profound
Childhood obesity is often linked to lower self-steem and body steem
Childhood obesity is linked to higher rates of depression
Obese children blame themselves for their weight and others negative reactions to them
Parents also experience stigma regarding their inability to address their childs weight
WHAT DO WE NEED
TO LEARN?
How can children learn to accept peers of all sizes and shapes?
How can we disentangle concern over medical issues from character
stereotypes?
How can parents accept their obese children, including their bodies?
How can parents support their obese children in coping with social stigma?
41
Affiliation: the affiliation system is activated by cues

of old friends, potential new friends, or being part of
a group
This motive is primed
when an old college
roommate sends you a
Christmas card
When youre thinking
about inviting a neighbor
for dinner, or when your
coworker picks up the tab
for lunch
When friendships are
threatened, such as when
a person is socially
rejected
42
21
08/10/2014
Affiliation: peoples relationships with products and

consumer brands can sometimes mimic the
relationships they have with friends
People often purchase material possessions because they are lonely
They sometimes treat those possessions as though they were people
* Lastovicka & Sirianni, 2011; Epley, Waytz, Akalis, & Cacioppo, 2008
43
Affiliation: people are more likely to engage with

brands they perceive as sincere
*Havas Media Groups 2013 Meaningful Brands

44
22
08/10/2014
Affiliation: when choosing products, an affiliation

motive might especially lead people to seek those
brands and styles that help them fit in
Advertising a product during a program that elicits an affiliation motive versus
one that elicits a status motive
Viewers watching the affiliation program
might be attracted to products that help
them fit in with peers, viewers watching
the status program might instead seek
products that help them be a step above
their peers
45
Status: a status motive spurs people to behave in ways

that will lead them to be respected and admired. As in
other animals, one route to achieving status for humans is
through dominance overpowering others and forcing
deference
Activating a status motive in fact increases aggressive behavior, and leads
people to seek physically larger and more imposing products
A more common route human beings use to attain and maintain status is
through prestige freely conferred deference. Accordingly, a status motive
leads people to pay more for luxurious and prestigious goods
Goods that are to be displayed to others
* Griskevicius, Tybur et al., 2009; Dubois, Rucker, & Galinsky, 2012; Henrich & Gil-White, 2001; Cheng et al.; Ivanic, Overbeck, & Nunes, 2011; Rucker & Galinsky, 2008; Berger & Ward, 2010; Han, Nunes,
& Drze, 2010
46
23
08/10/2014
Status: when prestigious goods are unattainable, a

status motive can lead people to purchase
counterfeit products
Once status has been obtained, people exhibit behavior designed to preserve
their status, such as by prioritizing personal goals over group goals
* Maner, Gailliot, Butz, & Peruche, 2007; Maner & Mead, 2011
47
Status
A status motive can lead people to choose inferior, but environmentallybeneficial, green products because doing so can enhance peoples prosocial
reputations
Activating status might lead people to become less price sensitive in general.
Because being cheap is generally associated with lower status, increased
concern about status might lead people to be less concerned about price
A status motive might also alter judgment and decision biases
* Griskevicius, Tybur, & Van den Bergh, 2010;

48
24
08/10/2014
I am not like you

As consumers mature, the other people that they are sending signals to also
change
Newer consumers prefer more ostentatious styles and better-known brands,
as they need to be recognised by/ distance themselves from their relatively
unsophisticated peers
More sophisticated consumers shift to less flamboyant styles and niche
brands, as they are signalling to equally sophisticated peers and want to stand
apart from the luxury mass
While new demand tends to zero in on a few mega-brands, sophisticated
demand tends to stay fragmented, as consumers are constantly on the lookout
for the next cool thing
49
Luxury goods is about being cool by having

something others don't have
For much of the 20th century, being cool meant owning the newest technological
innovations - the first cars, the first kitchen appliances, the first plastic furniture, the
most modern architecture, the first quartz watches
When mass production made all these available to the wider public, the pendulum
started to swing back
Standard products - and with them the ideas of modernity, technology and industry
ceased being cool in the 60s and 70s
A new idea of cool took hold: the idea of craftsmanship, heritage and customisation.
This was not "real" craftsmanship as people had known it in centuries gone by, rather
craftsmanship underpinned by industry and technology - the fashion designers reigning
over the apparel industry; the ancient art of watchmaking served by the most modern
manufacturing wizardry; the old trunk makers reborn as the masters of handbags and
small leather goods
50
25
08/10/2014
Income inequality is luxurys friend

Luxury expenditure and income inequality grow hand in hand, as in the
example of luxury cars in the USA in the past 50 years
When enforced egalitarianism is removed like in the case of Russia and China
with the fall of communism a surge in luxury consumption is to be expected
In egalitarian societies where actual differences between one another are
small and where the prevailing culture leads people to conform the function
of signalling differences by owning expensive objects is far less useful
In Scandinavia, for example, luxury expenditure as a percentage of GDP is
materially lower than in Italy or France
51
Luxury expenditure and income inequality grow

hand in hand: rising income inequality in the US
correlates to the share of luxury cars sold
Source: Ward's Automotive Group, Emmanuel Saez - Berkeley University, Exane BNP Paribas analyses & estimates
52
26
08/10/2014
From monolithic demand to a mosaic of demand

The vast flow of new consumers in the past 20 years aspirational
consumers in the West and the newly rich in EMs has been a major support
for mega-brands over smaller rivals
While there was a vast difference in spending power between western
aspirational consumers and EM early luxury adopters (in favour of the latter),
their psychology, sophistication and behaviour could be assumed to be similar
No more: early adopters are sophisticating fast, creating a much more
complex luxury demand world than before
53
A number of stratagems were invented: brand

layering, tight control of distribution, brand
repositioning and price, and market "starvation"
54
27
08/10/2014
An illustration of a hierarchical value map
55
Values found behind consumer purchases
56
28
08/10/2014
A hierarchical value map for Haagen-Dazs ice

cream
57
Armani brand architecture encompasses one

corporate brand and five sub-brands, each catering
to different sets of target customers
Armani Group Brand architecture in womenswear / menswear
58
29
08/10/2014
The mate acquisition system is triggered by the presence

of real or imagined members of the opposite-sex (for
heterosexuals, at least). This motive can be stimulated by
sexy or romantic ads, movies, or television shows
When this motive
is activated,
people are
attuned to
information about
the desirability of
others as romantic
partners and their
own desirability
59
Mating
Acquisition motive leads people to want to be noticed. But while both men and women
want to stand out to acquire a mate, they often seek to draw attention to themselves
in different ways
For men, this motives increases willingness to spend on luxury products. Men exposed
to mating cues pay more attention to status goods and choose more conspicuous and
expensive brands
Men in this state also become more creative, charitable, manipulative, socially
dominant, heroic, and independent
When asked to indicate whether they prefer Mercedes-Benz or BMW cars, this motive
led men to choose the opposite brand from what the majority of others prefer,
regardless of which brand it was
* Griskevicius et al., 2007; Janssens et al., 2011; Sundie et al., 2011; Griskevicius, Cialdini, & Kenrick, 2006; Iredale, Van Vugt, & Dunbar, 2008; Ackerman, Griskevicius, & Li,
2011; Campbell et al., 2003; Griskevicius et al., 2007; Griskevicius, Goldstein, et al., 2006; Griskevicius, Goldstein, et al., 2006
60
30
08/10/2014
Mating: numerous consumer goods and services

are designed to fulfill peoples mate acquisition
need
The billion-dollar dating website industry that helps people get a date
One of the other multi-billion industries that provide snazzy duds, cosmetics, cologne,
facials creams, grooming, and gym memberships to make them look good for those
dates
More products and services are related to mate acquisition in less obvious ways,
including soft drinks, hard drinks, cars, fashion, music, art, and charitable behavior
More broadly, this motive might have more general influences on consumer tendencies,
such as altering variety-seeking or novelty-seeking. For example, a mate acquisition
motive might increase preference for variety and novelty
Preference for variety and novelty might be decreased by a different mating-related
fundamental motive
61
Mate retention motivation is activated by cues that

celebrate or threaten a long-term relationship, such as
reminiscing about the relationship, noticing that an
anniversary is coming up, or catching a potential rival
eyeing your partner
This motive spurs people to behave in ways to ensure the solidarity and
functioning of their long-term romantic
relationships
It leads people to seek preservation
of their current relationships by
showing increased love and care for
their current partner
People motivated to retain their mate
also tend to devalue alternative
potential romantic partners
* Buss & Shackelford, 1997; Saad & Gill, 2003; Lydon, Fitzsimons, & Naidoo, 2003
62
31
08/10/2014
The kin care system is not what leads us to have children.

Instead, a kin care motive spurs people to behave in ways
to ensure that individuals in need receive proper care and
attention
The kin care system facilitates
nurturing behavior
Motivating a willingness to sacrifice
oneself to help others, especially if
those others are ones relatives
It motivates people to provide those in
need with social support, physical
protection, and financial support
* Glocker et al., 2009; Sherman, Haidt, & Coan, 2009; Burnstein, Crandall, & Kitayama, 1994; Kivett, 1985; Daly & Wilson, 1998
63
Evolutionary consideration of age and sex

suggests that peoples preferences and
choices should vary in predictable and
functional ways, such as males discounting
the future more than females, and both men
and women discounting the future more in
young adulthood
64
32
08/10/2014
Why we buy?
Barcelona, October 2014
33

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08/10/2014

A model of total shopping experience

Gender has a significant

The shopping list is an

strongly influence the

intensive and not very

A higher shopping effort

Create effect is not always

Delight is secondary level

The shopping experience

The fearsome experiences

Beyond after there is also a

The value of others and the

Professor Jos Luis Nueno

Blame the machines

Professor Jos Luis Nueno

Digital changes the Marketing & Data landscape

New Data Environment

Consumers control brands

Listen & observe

End of the funnel

Adspend, shopping, WOM,

Promise of real time and

Professor Jos Luis Nueno

Social Media (TT,

Funnel (decision tree) of fragrances based on SM

Approximate weight of messages

Funnel (decision tree) of fragrances based on SM

What alternative reasons for purchase are reflected in

What are the types of

What are the sets of

Do they vary when

Who are the key

Are gifters more

Marketing challenges in a Digital Age

Does our consumer behaviour reflect ancestral

Professor Jos Luis Nueno

How, why and when these motives shape

Professor Jos Luis Nueno

Professor Jos Luis Nueno

Culture vs. biology

Drive a grey Prius or a red Ferrari

Professor Jos Luis Nueno

Professor Jos Luis Nueno

Which kind of childrens car seat

A McMansion in the suburbs or a bungalow near

Professor Jos Luis Nueno

Worry about whether mouthwash a makes a

Professor Jos Luis Nueno

Whether detergent x might leave a ring around

Professor Jos Luis Nueno

Taking too much risk with the retirement package in

Professor Jos Luis Nueno

Why some people happily spend their hard-earned

Professor Jos Luis Nueno

Why people make irrational choices to avoid losses

Professor Jos Luis Nueno

Emerging theory and evidence suggests that deep-seated ancestral