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John Carvalho 5 posts 0 comments

John Carvalho is a graduate of Macalester College, where he ran research in consumer psychology, became interested in marketing, rowed crew, and avoided Minnesota snowstorms at all costs. He lives in Minneapolis. 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.

Why Monkeys Are Smarter Shoppers Than Humans

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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.

The Popcorn Effect: When Do Brand Ads Fail?

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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.

The Right Way to Reward Your Customers

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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…

The Simple Way To Minimize Buyer’s Remorse

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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…

Image Influence: Placing Pictures for Maximum Impact

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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.