Consumer Behavior: Consider Brands As Stereotypes

Perspectives from LRW's Pragmatic Brain Science Institute®

The word “stereotype” can have negative connotations. While social stereotypes can be counterproductive, the underlying cognitive processes are important and apply to more than just social groups. Our brains are categorizing and stereotyping machines, using mental shortcuts (heuristics) to organize, predict, and react to the world without thinking too much, if at all.

Our brains often apply this process when understanding and selecting brands.

Download this content to learn how these cognitive processes impact consumer perception of your brand.



Get brand building insights.

"This is the best piece of research we have seen in years."
SVP, Merchandising Global Apparel Retailer
"Thank you! You made me a hero. Everyone in the room high fived me, and I thought our creative director was going to hug me."
Consumer Insights Leader CPG company
"The level of engagement and insight is something we have never experienced with previous partners."
Senior Marketing Executive Global sporting goods company
"This is like Christmas morning and I just unwrapped my presents!!! Your recommendations totally address our strategic objectives!"
Strategic Insights Manager Global cosmetics company