Tell Shoppers to Be Happier

Researchers at MIT, Georgetown University and Ben-Gurion University were intrigued by the success of the Nike slogan, “Just Do It.” Classic consumer behavior research says that if you tell a shopper what to do, they’ll move away. If you put a whole bunch of sales pressure on a customer, they tend to rebel, becoming determined not to do what you’re trying to convince them to do. They start debating each idea you present and physically distance themselves from you.
     Consumer psychologists call it “reactance.” It kicks in when shoppers sense that their freedom of choice is threatened. Reactance occurs across cultures. It’s found not only in places like the U.S., where individual initiative is treasured, but in collectivist cultures like South Korea, where an important value is to go along with what will please others. Classic consumer behavior research has found reactance among all age groups.
     Yet “Just Do It” gets it done when it comes to making money for Nike retailers. Why? The Georgetown/Ben-Gurion researchers find that highly directive sales messages do not trigger reactance if the products or services bring happiness. The happiness might come from immediate sensual pleasure. The salesperson for the spa says, “You belong on our massage table.” Or the happiness might come from an anticipated sense of accomplishment. Running the marathon in Nike shoes qualifies under this prong.
     Contrast this with what would happen at a bank where the staff want to store your money. In the Georgetown/Ben-Gurion study, some participants read a message encouraging them to try a chocolate treat. The other participants’ message encouraged them to open a bank account.
     Those in the first condition responded best to an assertive message, “You must try our chocolate.” Those with the bank message responded best to a non-assertive pitch, “You could open a bank account with us.”
     When the researchers analyzed slogans for retail products, they found that 24% of hedonic products—such as ice cream, beer, and designer jeans—have assertive slogans. Among utilitarian products—real estate and diapers, for instance—the percentage was only 8%.
     Never push the customer too hard. Otherwise you’ll push her away from this sale and future sales at your store. However, at any point where what you’re selling is pleasure, up the assertiveness. Be sure you’re convinced this is the right purchase decision for this shopper. Then, with justified confidence, let her know why you are convinced.

Click below for more:
React When Faced with Reactance
Build Purchase Habits by Relieving Reactance
Be Just a Little More Upbeat Than Your Customer