I've been asked by at least five different people this week for book recommendations to learn neuroscience, especially from those working in marketing, UX, product development, and consumer research. And I totally get it, the brain IS fascinating. The idea of tapping into real reactions, getting “under the hood” of decision-making, “reading minds”, and predicting behavior is understandably appealing.

Whether you’re a researcher, brand builder, or just a curious human, it’s worth asking:
Where might apathy be shaping decisions—without us even realizing it?

As we study consumer behavior, let’s not overlook the quiet power of disengagement. Sometimes the biggest barrier to action isn’t dislike or resistance—it’s indifference.

It’s a hyper-competitive market out there. Understanding the psychology behind consumer behavior is more than an academic exercise—it can be a blueprint for success. A psychological concept called the habit loop, a simple yet powerful concept, reveals how habits are formed and, importantly, how they can be broken or reinforced. In this post, we’ll explore the cue-routine-reward loop that drives habits and dive into actionable insights for brands aiming to create or disrupt consumer habits through smart product design and targeted marketing strategies.

At its core, framing taps into how our brains process information. Humans are not entirely rational decision-makers. Instead, we’re influenced by cognitive biases, which shape how we interpret and respond to information.

Implicit methods hold immense potential for consumer research, but only when applied thoughtfully. As the field continues to evolve, we must push back against oversimplified approaches and prioritize rigor in experimental design and data analysis. Let’s ensure implicit testing serves as a tool for uncovering genuine insights—not just a buzzword for selling research services.