About John Carvalho

John is a 2012 graduate of Macalester College, where he ran research in consumer psychology, became interested in marketing, rowed crew, and avoided Minnesota snowstorms at all costs. An avid student of how brands build and maintain value and a firm believer in the power of strategy to change behavior, John began his brand strategy career at Fallon in 2013. He’s currently freelance, and an early employee of First the Trousers, then the Shoes, LLC, a boutique brand strategy and innovation consultancy that strategically solves business problems for select clients across the country. He can be reached via LinkedIn.

Why Monkeys Are Smarter Shoppers Than Humans

A new Yale study shows that capuchin monkeys, which respond like humans in many situations, are unlike humans when it comes to preferring more expensive treats.

By |January 14th, 2015|

The Popcorn Effect: When Do Brand Ads Fail?

Guest post by John Carvalho

Neuromarketing readers are likely to be familiar with the idea of fluency, and its importance in how we target, craft, and deliver marketing messages that resonate with our audiences. […]

By |April 7th, 2014|

The Right Way to Reward Your Customers

Guest post by John Carvalho

In today’s fragmented marketplace, true brand loyalty seems like a hard thing for companies to acquire and harder still for companies to hang onto. Yet, it’s arguably ever more important.

Loyalty programs are a key tool for doing so. From a psychological standpoint, allowing consumers to earn and use perks lead to feelings of status, stronger brand-consumer relationships, increased word-of-mouth, and increased purchasing intentions. […]

By |September 17th, 2013|

The Simple Way To Minimize Buyer’s Remorse

Guest post by John Carvalho

Who hasn’t had buyer’s remorse? That post-purchase anxiety about a decision is all too common. Did we pick wisely? Should we have spent more? Or less? What about the item we could have bought but didn’t – once we make a decision, the “grass is greener” effect kicks in and we question our choice.

The good news is that scientists studying “choice closure” have found that encouraging specific post-purchase behaviors can minimize buyer’s remorse and maximize satisfaction with the decision. […]

By |July 16th, 2013|

Image Influence: Placing Pictures for Maximum Impact

There’s an idea from cognitive psychology called cognitive fluency that has been making the rounds in the business world lately. The idea is simple enough: as human beings, we prefer that which is easy for us to understand and process.

By |June 11th, 2013|