By and large, we’re an optimistic lot. If asked to compare ourselves to others, about 80% of us will say we perform better than the average person. That is, of course, a mathematical impossibility. You can’t have 80% better than the 50% benchmark.
My very favorite of those research studies found that 80% of us even believe we are more likely than are our neighbors to go to Heaven.
Hmm, I can’t locate the study right now. I’m sure I remember correctly that it said 80%. I’m also sure that since I mentioned the study to you, it will show up soon. Sort of like how when you buy a purple car, you start seeing loads of purple cars.
It's magic.
Combine unrealistic optimism with an irrational belief in magic, and it becomes a force of consumer motivation. Researchers at HEC-Montreal and at Queen’s University-Kingston analyzed how magical thinking helps people stay on a diet. The researchers recommend against confronting dieters with the objective odds of success, since those odds would discourage them from persevering.
Don’t lie to consumers. However, stoking the magical optimism can facilitate success. Keep things in the spirit of the children’s book The Little Engine That Could, with its mantra of “I think I can, I think I can.”
Acknowledge the power of shopper superstitions, even if you don’t accommodate every one of them. Superstitions are most likely to influence consumers at times of uncertainty and when there is information overload. Because we’re living in times of worldwide economic uncertainty and because today’s shoppers are exposed to monumental amounts of advertising and advice, we’d expect to see more of what resembles shopper superstitions.
Use this fact to improve your profitability. Distinguish two flavors of being superstitious. Researchers at University of Texas-Pan American, Ohio University, and China’s Chongqing Technology and Business University differentiate between consumers who do things like carry good luck charms and those who believe in the power of fate or karma regardless of what lucky charms they're packing.
Researchers at Dartmouth College and Columbia University suggest that for those who respect karma, you show extra perseverance in resolving any customer service complaints. Research at St. Louis University and Oklahoma University suggests that the other type of superstitious consumer will become a fan of your store if you pair positive shopping experiences with a memory aid, such as small items carrying your store logo.
Click below for more:
Cast Magic Spells for Escape Benefits
Offer Superstitious Shoppers Good Luck Charms
Join Customers in Role-Playing
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