In today’s intricate commercial landscape, understanding the nuanced dynamics between real value and perceived value is paramount for businesses striving to thrive amidst fierce competition and ever-evolving consumer preferences. Real value and perceived value represent two distinct yet interrelated facets of a product’s worth, each exerting significant influence on consumer behavior, market positioning, and overall […]

For the majority of us, anxiousness is linked to times of urgency. Put another way, we are inevitably going to experience anxiety when we think back on the times when we have felt a sense of hurry or when we are experiencing a sense of urgency right now. Leading psychologist Dr. Eric Frazer, who has over

In Ethiopia, the frequent power and internet outages represent a critical challenge to both the socioeconomic stability and the growth trajectory of the nation. While many Ethiopians humorously claim that the Ethiopian Electric Power corporation might be flicking a “big switch” to cause these disruptions, the reality is rooted in a more complex infrastructure and

How often do you think we are trapped by our own biases? How well do the mental shortcuts we use during decision-making actually work in our favor? Have you ever thought about these concepts? As young adults, we are faced with a myriad of decisions that are going to be significantly impactful in how our

Imagine you’re lining up at a movie theater to buy some popcorn. You’re not all that hungry, so you think you’ll get a small-sized bag. When you get to the concession stand, you see the small costs ETB 60, the medium is ETB 130, and the large is ETB 150. You don’t really need a

Consider the process you go through when you subscribe to a service. You might be subscribing to DSTV or Canal +, or you might be subscribing to ichereta (which is a fast and convenient tender alert service), how about subscribing to Nuha Roadside Assistance (a local automotive company that provides drivers with the ability to

Have you ever had days where you just felt like nothing was going your way and everything just made you mad? But then, when you think about it, you remember starting your day off by accidentally spilling coffee or tea on your shirt. Let’s assume further that you ended up having to switch your favorite

Why do you often struggle with accomplishing tasks or goals according to your plan? Have you ever thought about that? We all struggle with it one way or another. There is even this famous saying based on a verse from the bible that goes something like this: ‘Humans may make plans but God has the last word’.

The inaugural episode of CityCast’s groundbreaking event series sets the tone for an enriching journey into the realm of business, entrepreneurship, and marketing with a deep dive into the intricacies of human behavior. Titled “Understanding Behavior as a Gateway to Solving the World’s Problems,” this event promises to unravel the mysteries of consumer insights, decision-making