Prosper from Shopper Pessimism

A pessimistic shopper isn’t the same as a sad shopper. Sad shoppers often pay more than happy shoppers for an item. That’s because sad shoppers are anxious to change their current circumstances. At the same time, sad shoppers are less likely than happy shoppers to try out products or services which are new to them. But according to research at University of Chicago, shoppers who are pessimistic about upcoming events in their lives are quite open to changing habitual purchase patterns.
     And an unhappy customer isn’t exactly the same as a dissatisfied customer. Customers with a succession of justified complaints about products or services you’ve sold them aren’t prime candidates for further sales. On the other hand, dissatisfaction can be used by you as a selling opportunity. That’s because customers get dissatisfied when they want something different from what they have now. Dissatisfaction is inevitable. Every one of us sooner or later will want more from our possessions and experiences. No matter how satisfied the customer is at the time of purchase, they’ll become dissatisfied later.
     Pessimism about the future and dissatisfaction with the present often reflect the consumer’s uncertainty. Your purchase advice can help ease that uncertainty and thereby make a sale. If you'd like to encourage brand switching, do it when people are moving from one role in life to another. This happens with events like college graduation, getting married or getting divorced, having a first child, changing careers, or locating in a new country or culture. Research at Ohio University showed how recent immigrants seek out brands to give themselves acceptable status in their new culture.
     We might assume that when people are already feeling highly uncertain about what's happening in their lives, they'd actually be less likely to switch brands. Since moving from one role in life to another is a time of high uncertainty, it would seem that you trying to change brand commitments then would only end up being a big waste. But when it comes to role switching, the truth is the opposite of what we might commonly assume.
     Perhaps the ultimate pessimism is seen in a fear of dying. An entire theoretical framework in consumer psychology is based on the findings that a fear of dying leads people to purchase luxury items they would not otherwise have considered.
     Negative emotions vary and so require varying responses. Learn what distinguishes pessimism.

For your profitability: Sell Well: What Really Moves Your Shoppers

Click below for more: 
Use Dissatisfaction as a Selling Opportunity
Use Customer Life Changes to Switch Brands
Use Terror Management Theory for Status Items
Tickle with Uncertainty