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Joel Rubinson
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Read This Story to Learn How Behavioral Economics Can Improve ... ama.org Dec 1, 2018 21 facts
claimJoel Rubinson advises that marketers must ensure their products remain visible in the media landscape to prevent customers from ignoring them, a strategy he refers to as 'anti-gorilla advice.'
claimRubinson claims that marketers can mitigate systematic research problems, such as unrealistic sales predictions or products that fail after testing well, by acknowledging that survey design and language influence consumer answers.
claimJoel Rubinson states that survey answers are a series of behaviors, meaning consumers will answer survey questions differently depending on the researchers' word choice and question arrangement.
accountIn the 1970s, Joel Rubinson studied economics at the University of Chicago, the same campus where Richard Thaler refined nudge theory and researched behavioral economics.
claimRubinson asserts that survey answers are a series of behaviors, meaning consumers provide different responses based on the specific word choice and arrangement of questions used by researchers.
claimJoel Rubinson, founder of Rubinson Partners and former chief research officer at The Advertising Research Foundation, asserts that Richard Thaler's nudge theory is significant in marketing.
perspectiveThe shift in marketing research toward focusing on consumer behavior rather than intent, facilitated by real-time data, is the most important aspect of how nudging and behavioral economics are currently applied in marketing and advertising, according to Rubinson.
claimJoel Rubinson claims that ineffective targeting is a primary reason companies fail to command consumer attention and become the 'gorilla' that is ignored.
measurementRubinson estimates that approximately 50% of items placed in a shopper's grocery cart are purchased without conscious thought about the product.
claimJoel Rubinson states that survey answers are a series of behaviors, meaning consumers will answer survey questions differently depending on the researchers' word choice and question arrangement.
quote“Find a way that people are treating you like the gorilla, whether it’s in search results or on the shelf or in your advertising … Find ways that your brand will command their attention,” Joel Rubinson says.
claimJoel Rubinson, founder of Rubinson Partners and former chief research officer at The Advertising Research Foundation, asserts that Richard Thaler's nudge theory carries significant weight in the field of marketing.
accountJoel Rubinson studied economics at the University of Chicago, the same institution where Richard Thaler refined nudge theory and researched behavioral economics.
claimJoel Rubinson advises marketers to ensure their products do not become background noise in the media landscape, which he refers to as being the 'gorilla' that consumers fail to notice.
claimIn the early 2000s, marketing research shifted focus toward real-time tracking of consumer behavior rather than intent, which Joel Rubinson identifies as the most important aspect of how nudging and behavioral economics are currently applied in marketing and advertising.
measurementA 2017 white paper co-authored by Joel Rubinson found that advertising is twice as effective when a consumer is probabilistically closer to a purchase.
accountDuring his 25-year tenure as chief research officer of The NPD Group, Joel Rubinson observed a shift in marketing research from using clipboards and pencils in retail shops to accessing national scanner data.
quoteJoel Rubinson stated, "You can’t be in a meeting and say, ‘I never read [Nudge],’" regarding the necessity of familiarity with the book Nudge by Richard Thaler and Cass Sunstein.
accountDuring his 25-year tenure as chief research officer of The NPD Group, Joel Rubinson observed a shift in marketing research from using clipboards and pencils to accessing national scanner data and weekly store data from Nielsen and IRI.
claimRubinson suggests that marketers should adapt how they present product categories to consumers when those products are difficult to research on the go, such as eye drops, because shopping for unfamiliar items can be a frustrating experience.
quoteJoel Rubinson, founder of Rubinson Partners and former chief research officer at The Advertising Research Foundation, stated that it is professionally unacceptable to admit to not having read the book 'Nudge' in a marketing meeting.