Tapping into Consumers' Health and Wellness Beliefs

11th December 2023

Consumers have beliefs about products, services, places and people. These beliefs are powerful indicators of consumption. Beliefs that are founded in a desire and want can increase consumption; those developed on concerns can lead to restriction or refraining from consuming products.

The trouble is often these beliefs are not always based on facts and reality. What they think is a concern might not really be anything to worry about, because beliefs can be based on inaccurate information, myths, or just complete nonsense.

In this short video, Dr Amna Khan explains how our beliefs drive our behaviours.