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The MACS Framework

If consumers are not relying on their everyday habits, their thinking determine the choices they are going to make. Decisions start with the different ways consumers think and feel. The MACS Framework taps into the different ways of thinking. MACS stand for Metaphors, Associations, Comparisons and Simplicity. It makes use of principles in neuroscience and cognitive psychology.


MACS Framework











From this MACS framework follows the following solutions:

Product design looks at how how consumers interact with websites, apps and physical products to make improvements where necessary. 

Practical Application uses the self-developed PAMS framework as a starting point to identify improvements to customer journeys. How do they perceive your product? To what products will customers pay attention? How does the environment influence customers? It’s application is focused on sales, packaging & product design, website usability, pricing strategy, consumer habits, retail display etc.

Publishing is about writing articles on human behaviour and how principles of applied neuroscience and cognitive psychology are applied in marketing (read a few of my articles)



Food for Thought

Think about it. When consumers respond to things they did before, they start to associate the experiences, services and products consumed with feelings that are positive, negative or something in-between. When a coin is heavier, it feels as if it has more value. When consumers buy something, they gauge the value based on past purchases or even what their peers are used to paying – or a consumer who heard bad reviews about a franchise store, will likely think all the franchises give bad customer service.

Thoughts and the feelings consumers might experience as a result, influence their choices and the decisions they make. Different ways of thinking dramatically influence the choices we make. Go ahead, multiply 8 x 7 x 6 x 5 x 4 x 3 x 2 x 1. And now try 1 x 2 x 3 x 4 x 5 x 6 x 7 x 8.  By far the greatest majority of people do the following:

  • They guess a higher number for the first range of numbers
  • Their answer is far too low in any instance (The correct answer is 40 320)



Werner van Zyl
Phone: +27 84 810 22 74
Fax: 086 604 8175