Author: Anushka Gulati

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Anushka Gulati is a writer and psychology postgraduate whose work blends creative expression with a deep understanding of human behaviour. She has experience across writing, research, content creation, and mental health work, allowing her to move fluidly between artistic and academic spaces. Her poetry and prose explore emotion, identity, and lived experience with clarity and nuance.

Why Touch Matters More Than You Think in Branding

Branding

Imagine you are at a high-end gala and you are served a premium mineral water. But instead of a glass, it comes in a thin plastic cup that buckles under the slightest pressure. Does the water taste different to you? Rationally, the container should not affect the actual quality or taste of the liquid inside. Yet research published in the Journal of Consumer Research suggests that for many shoppers, that flimsy touch transfers directly to their judgement of the product itself. The Science of Perceptual Transfer Researchers Aradhna Krishna and Maureen Morrin found that nondiagnostic haptic cues, physical sensations that…

How Consumers Think About Price

Consumer Insights

Consumer policy and pricing in the UK are largely shaped by the psychological processes that guide how individuals perceive, interpret and respond to prices. Traditional economic theories often assume that consumers make rational decisions based on information alone. Behavioural economics, influenced significantly by Kahneman and Tversky (1979), shows that real consumers rely on emotions, cognitive shortcuts and subjective judgements. These insights are essential for understanding pricing strategies across the UK’s retail, service and digital markets, where consumer protection regulations and competition policies aim to balance business objectives with the fair treatment of consumers. A foundational idea in this field…