Using “Magic” to Understand Consumer Behavior

The word “magic” doesn’t naturally seem to fit with fashion consumer insights. But in today’s interview, Matt Tompkins, a laboratory researcher currently at Oxford University, shows how the world of illusion can help us better understand the consumer’s mind.


  • How to use “choice blindness” to create artificial consumer demand for a product they very likely would not have chosen under normal conditions.

  • The “weird” way our memory works… and how it can trick us to believe events that didn’t actually happen.

  • Analysing the (Payless Shoes) Palessi Hoax – the psychology behind selling a $40 shoe for $400.

To listen to the interview, click here.

About the Author

Andrea Roe is Project Director for Seven Stockings, a graphic design firm for the fashion industry.