tag:blogger.com,1999:blog-85521488843035664062024-03-19T01:47:40.123-07:00RIMtailingProven persuasion tips from a consumer behavior researcherUnknownnoreply@blogger.comBlogger2561125tag:blogger.com,1999:blog-8552148884303566406.post-21095119874362705262024-03-18T09:00:00.000-07:002024-03-18T09:10:01.096-07:00Foment FOMO & Fear for Crypto CrazyWhat persuades people to invest in cryptocurrencies, given the level of financial risk with even the most stable alternatives? In describing the popularity of cryptos, researchers at Universitat Ramon Llull note that financially vulnerable minorities are overrepresented among the range of investors. Therefore, perhaps the appeal is related to that of lotteries: The poor are drawn to dreams of Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-8552148884303566406.post-57572463766538284362024-03-11T09:00:00.000-07:002024-03-16T16:39:10.952-07:00Green Up Your Corporate Social ResponsibilityOffering products designed with sensitivity to environmental welfare—green products—improves the attractiveness of a store carrying them. A University of Indiana analysis of 75 green product introductions finds that this doesn’t uniformly equate to more buying of the products, though. Increased profitability often comes from purchases of items not carrying the green designation. In fact, the Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-8552148884303566406.post-58180652080736591812024-03-04T09:00:00.000-08:002024-03-04T09:04:22.052-08:00Couple Fiscal IntercourseMarketers benefit when shoppers have money skills. The shoppers will be better able to pay their bills and so have funds to spend with you. Building those skills should begin early. As part of your community outreach, encourage parents to include their kids in financial literacy talk.
A set of studies at Indiana University, University of Michigan, Yale University, Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-8552148884303566406.post-54938115416565469842024-02-26T09:00:00.000-08:002024-02-26T09:00:00.151-08:00Strengthen Weekday Sales with MusicPsychological depletion influences all sorts of consumer behavior, and it occurs not just within the span of a single day, but also in the difference between weekdays and weekends. A set of University of Bath and Babson College studies finds that in-store music boosts sales Monday through Thursday to a substantially greater extent than Friday through Sunday. The researchers’ explanation, Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-8552148884303566406.post-42190797671040492142024-02-19T09:00:00.000-08:002024-02-19T09:00:00.139-08:00Declare Inexperience to Experience ForgivenessYou want your frontline staff to be experts and for shoppers to recognize the expertise. Yet a trio of researchers at University of Bordeaux and KEDGE Business School find a payoff in boldly proclaiming that an inexperienced frontline staff member is, in fact, not yet an expert: If there’s a service failure during the subsequent sales transaction, the customer is more forgiving of both the Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-8552148884303566406.post-29865548875342897592024-02-12T09:00:00.000-08:002024-02-12T09:08:48.650-08:00Swell Inspiration to Hike Multichannel BuyingBetter than only persuading your shoppers to buy from you is inspiring them to buy from you. Inspiration enhances cross-channel purchasing, says a team of researchers at University of Valencia and University of Parma. The studies identified novelty as a significant way to inspire shoppers. Novelty expands mental horizons, which in turn inspires the shopper to consider a broader range of Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-8552148884303566406.post-11615662890734156272024-02-05T09:00:00.000-08:002024-02-05T09:00:00.526-08:00Destroy Item Destruction as Overstock RemedySome years ago, a graduate student at City University of New York came across bags of unused H&M clothing on the streets of New York. It turned out that staff at the 34th Street store had taken box cutters and razors to merchandise and then trashed the remains.
In a paper investigating the effects on consumers of such techniques for pruning excess inventory, Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-8552148884303566406.post-38523127329274225032024-01-29T09:00:00.000-08:002024-01-29T09:00:00.142-08:00Swallow Rejections of Engineered Health FoodsPeople associate all-natural with health enhancement. But if we augment an all-natural food with a health-enhancing supplement, many shoppers will now reject the resulting innovative concoction. Strangely, dislike holds most strongly for people who are highly receptive to novel experiences.
The Vilnius University and University of Groningen researchers say this Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-8552148884303566406.post-74554500395424959672024-01-22T09:00:00.000-08:002024-01-22T09:05:48.070-08:00Augment Political Projection with IntrojectionValuable for the political longevity of an elected official is the ability to assess their voters’ sentiments about issues important to the voters. This doesn’t necessarily mean that the politician agrees with the voters’ views. The politician could recognize the divergence and work to change the voters’ opinions. But anything that disrupts an accurate reading of the constituents’ preferences is Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-8552148884303566406.post-26451156467724464882024-01-15T09:00:00.024-08:002024-01-15T09:24:56.199-08:00Introduce Inferiority to Move Superiority To step up your sales of the high-end option, add a choice that’s way down in comparative attractiveness. Such attractiveness is determined by a shopper’s consideration of each item’s desirability—such as the quality of a printer’s output—and feasibility—such as the price of the printer. In ESADE and Stanford University studies, adding a low-desirability low-feasibility alternative to a Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-8552148884303566406.post-53771226031420572772024-01-08T09:00:00.026-08:002024-01-08T09:03:25.826-08:00Position Your Extended Warranty OfferHow strange it seemed that immediately after I bought the item, the salesman urged me to recognize the wide range of ways my purchase might fall apart in the foreseeable future.
It’s what I’m thinking each time I buy a car based on my thorough research and careful consideration of the alternatives, only to have some dealership staff member interrupt my Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-8552148884303566406.post-75339774871996166242024-01-01T09:00:00.029-08:002024-01-01T09:00:00.134-08:00Tout Limitless Supplies When Limited VarietyA challenge for the small-footprint retail store is persuading shoppers they’ll be able to find within the store the best items for their specifications. Of necessity, a constrained space usually means a more limited variety within each item category than is found in a larger store. A set of studies at HEC-Paris and Oklahoma State University did show how limited variety results in negative Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-8552148884303566406.post-42733805048852536632023-12-25T09:00:00.026-08:002023-12-25T09:03:29.722-08:00Gut Discrimination Using CommonalitiesPeople are most comfortable associating with others who share their social identity. One example is that retail salespeople whose religious beliefs disparage lesbian and gay marriage relationships might hesitate interacting with lesbian or gay shoppers purchasing wedding-related services.
A set of University of Texas at El Paso and University of Wyoming studies Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-8552148884303566406.post-26506582632399148422023-12-18T09:00:00.038-08:002023-12-18T09:00:00.395-08:00Embed Politically Hot Facts in Personal StoriesPolitical opinions resist change. New information which confirms previously held beliefs is attended to and remembered well. Any new information which contradicts beliefs is ignored or forgotten. The result is political polarization or even dehumanization of those whose views oppose our own.
Based on their study results, researchers at University of Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-8552148884303566406.post-10192798820240262822023-12-11T09:00:00.046-08:002023-12-11T09:04:01.179-08:00Voice Persuasion from a Number of SpeakersUp to a point, the more persuasive messages I hear for a course of action, the more likely I will be persuaded. What researchers at Singapore Management University, Cornell University, and INSEAD, France add to this commonsense formula is that, up to a point, the greater the number of distinctive voices presenting the messages, the more compelling will be the persuasion.
&Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-8552148884303566406.post-7262549226940933482023-12-04T09:00:00.022-08:002023-12-04T09:02:22.794-08:00Free Constrained from Self-Gifting ConstraintAn important way in which consumer psychology research assists both marketers and shoppers is by exposing mistaken assumptions. For example, both sellers interested in targeting their advertising and buyers interested in peace of mind are likely to assume that financial strains cause people to lose benefits from buying gifts for themselves.
Researchers at Cornell Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-8552148884303566406.post-77215769025990093962023-11-27T09:00:00.042-08:002023-11-29T11:35:56.736-08:00Head Off Rejection of the HandmadeHandcrafted items appeal to shoppers because they seem to incorporate the essence of the creator more than do machine-produced items. But researchers at University of Liverpool Management School, Lingnan University, and Hong Kong Polytechnic University identify a circumstance in which the perceived presence of the essence instead turns prospects against the handcrafted. This occurs when the Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-8552148884303566406.post-75833274007049528062023-11-20T09:00:00.039-08:002023-11-20T09:04:51.135-08:00Fix Responsibility on Whoever’s RepresentativeIt seems that during each university sports season, we learn that at least a few players and coaches have been accused of unethical behavior. Researchers at Kennesaw State University, Murray State University, and University of Memphis explored effects these accusations have on fan interest in watching subsequent games of the team.
Their study results provided noUnknownnoreply@blogger.com0tag:blogger.com,1999:blog-8552148884303566406.post-47836455047372022342023-11-13T09:00:00.024-08:002023-11-13T09:00:00.138-08:00Notice How Your Discounts Help CompetitorsYou might offer a discount on your brand to woo customers away from a competing brand. You’d be in good company, since this is an extremely common tactic. Researchers at Texas A&M University, University of Alabama, Bentley University, and Clemson University say that price promotions constitute as much as 55% of a firm’s marketing budget.
The researchers then Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-8552148884303566406.post-78840394934650584402023-11-06T09:00:00.024-08:002023-11-06T09:09:11.555-08:00Contract with Near-Term Use via ContractionsWhen choosing among alternatives, consumers balance an item’s ease of use against the number and attractiveness of the item’s features. Feasibility versus desirability. Ample research says the balance is influenced by how soon the item is to be used. When people plan to put the item to work close in time, they're especially interested in feasibility. When people are shopping for items for the Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-8552148884303566406.post-22246316630563818282023-10-30T09:00:00.040-07:002023-10-30T09:02:25.129-07:00Customize for Prospects Who Use SmartphonesWhen shopping online via their personal smartphone rather than their personal computer, people are more likely to select options they perceive as fitting their distinctive characteristics and less likely to select options described as the most popular choice. City University of Hong Kong and University of Florida researchers observed this when asking study participant to choose among lifestyle Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-8552148884303566406.post-79122738161159783462023-10-23T09:00:00.022-07:002023-10-23T09:00:00.137-07:00Employ Older Workers’ Interest in InfluencingThe elderly want to leave a legacy. For example, University of Washington researchers say motivation arises to create an oral history, write an autobiography, or discuss prized possessions with younger family members.
This desire helps explain the finding by Stanford University researchers that, compared to younger employees, older ones are more interested in Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-8552148884303566406.post-67832239572648245962023-10-16T09:00:00.027-07:002023-10-16T09:00:00.136-07:00Shut Eyes Wide So Shoppers See Whys“Before looking at the rest of this ad,” reads the message at the top, “close your eyes for a minute to reminisce about a pleasant event you’ve experienced.”
What effect would this have on a consumer’s receptivity to the ad’s persuasion? A pair of studies at Korea University, University of Minnesota Duluth, and Bryant University provides evidence that if the ad Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-8552148884303566406.post-72452808382615326702023-10-09T09:00:00.034-07:002023-10-09T09:05:57.756-07:00Graph Multiple Risks to Guide DecisionsSometimes more is less. Potential hypertension patients considered a drug with reported side effects of seizures, congestion, and fatigue to be less dangerous than did another set of potential hypertension patients told of a reported side effect of just seizures.
An explanation is that when presented bunches of information about possibilities of risk, our brains Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-8552148884303566406.post-18465784379755002932023-10-02T09:00:00.030-07:002023-10-11T04:34:37.108-07:00Slam Cabinets & Colleagues with CaringHow a salesperson closes a display cabinet influences the likelihood of closing a sale with a shopper who’s watching.
Researchers at University of Wyoming, University of Kentucky, and Georgia Institute of Technology collected customer reports of what the researchers call secondary selling, defined as the degree to which a salesperson interacts with secondary entitiesUnknownnoreply@blogger.com0