Adam Ferrier is a consumer psychologist and the global chief strategy officer and partner at independent agency Cummins & Partners. Adam is a regular commentator on consumer behaviour on TV and radio, including a regular spot on ABC’s Gruen series. He is also chair of the APS consumer psychology interest group. His book, The Advertising Effect: How to Change Behaviour, was published in 2014.
Advertisers play on emotions and our desire to be part of the in-group, but contrary to what you might think, they’re not trying to make us buy things we don’t want.