Come On Now with Shopper Assumptions

Two decades ago, researchers at University of Colorado-Boulder cataloged a set of common assumptions made by consumers. All these assumptions had stood the test of time, even though some were incorrect and a number of them contradicted each other.
     Those assumptions are still around. You’re better able to steer shoppers toward what will benefit them and you by understanding where they’re standing to start. Be aware of these common beliefs:

• Generic brands are name brands sold under a different name at a lower price 
• Brands that are purchased most often are usually the best brands 
• Brands that are advertised heavily often are not the best values 
• Manufacturers coupons offer better value than store coupons
• Salespeople in specialty stores know more than other salespeople
• When a store first goes into business, it will offer better prices than later on 
• Larger stores offer better prices than smaller stores 
• The larger the store, the more lenient the policy for returning items 
• Locally owned stores give better service than national chain outlets 
• A store that offers good value on one product probably offers good value on all 
• Most sales are run to get rid of merchandise people don’t want  
• Stores that are constantly having sales raise their usual prices 
• When you buy a newly introduced product, you’re paying for the novelty 
• Large size containers are a better value than small size containers of a product 
• Newly introduced products are more likely to give problems than products which have been around for a while
• Within a store, higher prices usually indicate higher quality 
• Products made with natural materials are higher quality than products made with synthetic materials.
• Hard-sell sales pitches indicate the merchandise is of lower quality 
• Items offered for free are not of high value 
• Buy products with as many features as you can afford, since you might need the features later 

     Repetition is a powerful persuasion technique for retailers to counteract the mistaken assumptions. Repeat often enough and the shopper becomes convinced what you are saying is true. Consumer psychologists use the term “truth effect” to refer to this.
     However, repetition works best if you repeat the facts in different ways. When you deliver an identical message again and again and again, the shopper might come to believe it, but at some point, they also start disliking you and the product. Consumer psychologists have a name for this one, too: wear out.

Click below for more: 
Climb Out of Mistaken Assumptions 
Repeat the Truth in Different Ways