Michael Mathias

Michael Mathias

Michael Mathias is president of Motista. Reach him at mmathias@motista.com.

Understanding the Emotions That Drive Consumer Behavior

All marketers want to strike an emotional chord with consumers, which is why so often we see ads with children and puppies, or commercials where the adult son returns home to surprise mom on her birthday. The general consensus is, though fleeting and situational, the emotions these communications elicit drive consumer behavior. While every psychologist…

3 Tactics for Understanding the Modern Consumer

"Mad Men’s" Don Draper reminds us just how much the advertising and retailing worlds once ran on hubris (“What you call love was invented by me to sell nylons”). And how assured these executives were of their ability to control the message (“If you don’t like what’s being said, change the conversation”). While the now…