- Some consumer behavior researchers’ conclusions won’t make sense to you because they are actually error-filled nonsense. But before dismissing these findings about commercial breaks improving viewer enjoyment, ask yourself if you might have overlooked factors the researchers discovered.
- People are often bad at predicting their behavior when asked directly. Consumers say they’d enjoy programs more without ads. They pay for devices to eliminate ads and to see commercial-free programming. But this does not, in itself, mean that those people would rate programming with commercials as less enjoyable.
- Being a retailer, you’re probably more interested in how much people liked the commercials than how much they liked the TV programs. It’s the commercials that do the selling for you. How would liking the programming help bring in the money?
The explanation: Interruptions increase enjoyment. It’s an example of what psychologists call habituation. Consider the massage therapy category of services retailing. Masseuses report that the client generally likes the massage more when they’re rubbed for a while, pounded for a while, kneaded for a while, and then rubbed again than if there’s no change.
The nature of habituation is related to age. The researchers found that commercial breaks improved the enjoyment more for younger than for older people.
If you’re producing infomercials, deliver the pitch in brief segments with changeups, especially for younger audiences. The in-store version of the infomercial follows the same rules. When you do all the talking nonstop, you’ll lose the prospect’s attention, whether that prospect is a customer in your store or one of your employees you’re wanting to sell on a better way of increasing your business profitability.
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Sell More by Adding Variety