This is a guest blog entry by Kyle Thomas, V.P. of Research at TipTap Lab and Ph.D. candidate, Psychology at Harvard University. While researchers can determine, quite easily, consumer behaviors from ...

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A commonly heard refrain in everyday life is, “That’s just the way I am,” or “It’s just my personality. I can’t change.” While it is true that personality traits are deeply ingrained, the refusal to ...

Today’s Nigerians are more informed, connected, and value-conscious than ever before. These shifts are driven by increased digital access, evolving lifestyles, and a renewed emphasis on local culture.

Discover how price inelasticity affects demand stability, consumer behavior, and revenue, even with price changes. Learn why businesses and policymakers monitor this key economic factor.