Mention Usage Frequency Frequently

How often a shopper would use a purchased item influences how satisfied they’ll end up being with the item if purchased. Yet researchers at IE University, Universidad Adolfo Ibáñez, and Fundação Getúlio Vargas verified how infrequently retailers discuss probable durable item usage frequency with shoppers. In the studies, shoppers also brought up only rarely the predicted frequency of use as among their reasons for purchasing something.
     To improve well-informed shopping and reduce regrets among customers, discuss the likely frequency of use. With multifunction or multifeatured products, ask about the different ones, to the degree that your time and the shopper’s patience allow.
     Do this by talking about each shopper as an individual. Avoid comparisons to dissimilar others, especially when dealing with shoppers who are likely to compete with others.
     An experiment at University of Maryland-College Park and Georgetown University began with asking university students to say how often they played video games. One set was asked the question in the form, “Please tell us how often, using a scale that ranges from ‘Less than once a week’ to ‘More than once a day,’” a high-frequency scale.” The rest of the students were presented a low frequency scale ranging from “Less than once a year” to “More than once a week.”
     Compared to the students who had previously been presented the low frequency scale, students who had previously been presented the high frequency scale were less interested in trying out a new video game. The high-frequency-scale group was only half as likely to accept the offer of a free trial of the video game.
     The high frequency scale made students think other students played video games very often, while a low frequency scale made students think other students didn’t play video games so often. When the anchor was set high, the students felt their frequency of use was relatively low, so they labeled themselves as not that interested in video games.
     Make the intervals wide when asking about predicted usage frequency. Studies at New York University, University of Southern California, London School of Economics and Political Science, and survey firm Vision Critical obtained better information about the relationship between price sensitivity and usage frequency when using broader categories
     Then in whatever ways you discuss usage frequency frequently, enunciate. You surely want to avoid the humorous situation of the characters in “The Pirates of Penzance” who couldn’t distinguish “often” from “orphan”.

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Ask Shoppers to Estimate Multifunction Usage 

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