Entice Older Shoppers to Prize Bigger Sizes

I’ve heard the quip attributed to different people. The special significance it carries for me comes from it being attributable to my beloved father-in-law when in his late 90’s. He treasured driving to the neighborhood Grocery Outlet to shop for himself, but when that wasn’t possible, he’d instruct us, “Don’t buy me any green bananas.” If asked why, he’d quip, “I hate to think of the bananas going to waste because I died before they ripened.”
     Researchers at Newcastle University, Monash University, University of New South Wales, and Hong Kong Polytechnic University document more of this thinking. A group of consumers ages 18-25 years and a group of consumers ages 60 years and above were asked how likely they’d be to purchase a bottle of hand soap on sale. For some of the participants in each age group, the promotion was on price: 25% off the regular price. For the others, the promotion was on product volume: 25% more soap for the same price.
     With the price-based promotion, both groups expressed about the same degree of purchase interest. With the product volume promotion, older participants expressed significantly lower purchase intention than did younger participants. Evidence is this was due to older participants feeling they had limited lifespan ahead.
     A 25% price discount amounts to less price per ounce than does a 25% increase in volume. Maybe the older consumers in the study were acting wisely without knowing it. However, getting the greater volume might be the better choice for the elderly adult. Shopping becomes more of a burden as we age, and having larger quantities could decrease the frequency of shopping transactions. As long as the elderly shopper has room to store the package and the merchandise is not highly perishable, we could be doing a service by encouraging purchase of a larger quantity at the same price.
     Moreover, selling larger package sizes benefits the retailer. The researchers note prior studies finding that price-based promotions often lower the consumer’s perception of quality, while volume-based promotions increase perceptions of longer product value.
     Based on their findings, the researchers suggest some techniques to nudge older shoppers toward prizing product volume promotions. These derive from the idea of sharing consumption of the purchase with others, which satisfies the desire for socialization among older adults. Suggestions include offering “Buy One, Get One for Free” and labeling the container “Party Size.”

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Help Seniors to Shop Early 

Media-Chat with Seniors 

Serve Singular Satisfaction

Spew Healthy Eating into the Pews

Church picnickers are poisoning their bodies faster than are company picnickers.
     That thought came to mind as I digested a report from researchers now at La Trobe University and Monash University about a consumer’s God salience stimulating preference for ultra-processed foods. Long-term consumption of ultra-processed foods like hot dogs and donuts is blamed for negative health consequences like obesity and heart disease.
     The explanation for the effect of God salience is that God is perceived as healing or at least reducing negative consequences on the body. It’s not so much that God will prevent damage as that God will heal the damage. It’s corrective compensation reasoning.
     The set of studies indicates this effect is strongest when a person perceives eating the food as damaging and perceives God’s grace as predictable. The resulting consumption of ultra-processed food depends on the individual considering the ultra-processed food to taste better than a healthier alternative.
     The researchers distinguish between religiosity and God salience. Religiosity refers to holding religious beliefs and engaging in religious practices. God salience refers to the activation of God-related concepts, even in those low in religiosity, through situational exposure to reminders of God. These reminders might include hearing music about God or participating in a church picnic. Because the studies verified the effect of God salience, the potential for increased consumption of ultra-processed foods occurs even in people without an abiding religious faith.
     As I understand it now, those who are thinking about a nurturing God often yield to temptation from the serpent pushing not an apple, but rather an apple-flavored Pop-Tart.
     Along with their report of findings, the researchers note anecdotally how places of worship often serve ultra-processed foods. This seems related to the reduction of inhibitions about eating such foods because of God salience. My thought here is that it also might be because delicious treats attract congregants. Whatever the reasons, the researchers recommend that religious organizations serve healthier foods and encourage people to worship healthy eating.
     It would be best to avoid techniques which preach corrective compensation. Experts at University of Michigan and Nutrition Impact, LLC provide data which enable an educator to claim how eating a hot dog shortens your life span by about 36 minutes and you can reclaim 33 of those minutes by eating a peanut butter & jelly sandwich next time. But eating healthy foods doesn’t generally erase the effects of eating harmful foods.

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Serve Up Benefits Per Serving 

Accept God’s Grace of Consumer Acceptance 

Fence In Consumer Anxiety

Draw Toward Photo Quality in Ads

Among longtime controversies in consumer psychology are when to show a person in ads and if you do show a person, what part of the person to show. Past studies at University of Maryland cautioned about the inclusion of human images in comparative advertising. Including pictures of people using the product led shoppers to start thinking about using the products themselves, and when they did this, they put too much mental energy into thinking about only the recommended product. They forget to pay attention to the comparative advantages, jeopardizing sales.
     However, subsequent studies at University of Bamberg revealed an exception: When a comparative shopping decision is quite complex, having the shopper imagine using the product helps simplify thinking and so facilitates a purchase decision. Include in the ad the item in use by a person the shopper will relate to.
     As to what part of the person to show, there’s some evidence that with graspable merchandise, an image of a hand holding the item—what’s called a brand selfie—works better than does an image of the face of the user—a consumer selfie. The explanation is in the ability of the viewer to imagine themselves holding the item. A human face in the consumer selfie directed thoughts away from the brand, toward the person shown.
     And now researchers at Manchester Metropolitan University, Universidade Católica Portuguesa, and Arab Academy for Science, Technology and Maritime Transport answered another question: In social media advertising, is it better to include a photo-quality image or an illustration-quality drawing of the person?
     The researchers recommend using a photo-quality image when the objective is to create purchase intention. The drawings were found to generate greater enjoyment among viewers. But the photo-quality images generated greater interest and credibility. The researchers’ explanation is that photo-quality images supply a visual richness beyond that of stylized drawings, and the richer information eases ambiguity and facilitates judgment. Of chief interest to marketers is that, compared to ads using drawings, the ads using photo-quality images were found in the studies to result in higher sales.
     Still, as with the stream of research on using representations of people at all in ads, there are exceptions to the overall conclusion: The researchers say that if the primary objectives of an ad campaign are to encourage the viewer to engage with storytelling or gamification, the enjoyment generated by drawings argue in favor of their use.

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Post Brand Selfies in Highly Positive Reviews 

Grasp the Right Preferences of Shoppers 

Fill In Blanks Positively With Consumers 

Differentiate Virtual Social Media Influencers

Support Service Robots Showing Social Support

This post is about robots serving restaurant diners. I realize few of you are currently running that kind of restaurant or are dining these days in restaurants where you’re served by a robot. So at the end of this post, I’ll present a tip for the many intending to provide services to consumers using digital agents and for any consumer who recognizes the inevitability of dealing with digital agents.
     Research conducted by a team at the University of Augsburg examined a situation in which the robot server delivered the wrong food to the diner. The researchers asked whether characteristics of the robot could lessen the diner’s dissatisfaction when the robot apologized. The study results showed that a more human-like voice helped, compared with a more mechanical-sounding voice, but primarily when no monetary compensation was offered.
     The explanation is rooted in perceived social support: Consumers may respond more positively when the robot’s voice conveys warmth, care, and understanding. Voice plays a central role in communicating these social cues. In the studies, voice characteristics mattered more than the robot’s physical appearance: A human-like voice improved consumer responses, whereas a more human-like appearance did not produce the same effect.
     The University of Augsburg researchers also found that when diners were offered monetary compensation, such as a discount on the cost of the meal, the robot’s voice mattered much less. In this case, compensation already addressed the service failure, reducing the need for social cues conveyed through the robot’s voice.
     Researchers at TBS Business School, University of Agder, and University Toulouse Capitole concluded that when interacting with any voice-assisted artificial intelligence device, users prefer hearing a female over a male voice. Here the explanation is that people perceive women as more likely than men to experience emotions and consider our unique needs. Those assumptions subconsciously generalize to influence impressions of an automated voice such that female chatbots are perceived to have more positive qualities than male chatbots.
     One implication of all this is to offer monetary compensation for a service failure by a robot or digital agent when it’s financially prudent for the business.
     My tip to apply to circumstances where a robot, digital agent, or chatbot communicates via voice and might make mistakes for which monetary compensation won’t be offered: Have the voice sound like an empathic woman. Bonus tip: Decide whether to check the consumer realizes they’re talking with a robot.

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Program Service Robots to Socialize 

Ally with Alexa Over Alex for Chatbot 

Remind Consumers of Robots’ Competence 

Compensate Group Service Failure Collectively

Craft DIY for Romance

Increase your sales of do-it-yourself (DIY) products and services by getting your prospects to think about romantic relationships, a La Trobe University and Toronto Metropolitan University study suggests. Results indicate this works better for DIY projects which participants find to be mostly practical than for projects they consider to be mostly thrilling.
     The study results also indicate it works differently depending on gender. For men, the DIY motivation arises relatively more from a desire to form a new relationship, while for both men and women, the DIY motivation arises from a desire to maintain an existing relationship. The study considers do-it-yourself as do-it-with-a-romance-partner.
     For their studies, the researchers defined DIY as consumers’ active participation in the creation, transformation, personalization, or maintenance of a product or service that would otherwise be performed by a professional. Examples include making your clothing, assembling your furniture, maintaining your car, and investing without financial advisor guidance.
     Among the benefits of DIY you could advertise are saving money, customizing to fit individual needs, accruing the pleasure of creativity, and expressing individual identity. Adding a relationship motivation increases the effectiveness of that advertising. The researchers suggest that for heterosexual men, you use cues associated with relationship formation: Romantic words in the text. Attractive women as models. Advertising on dating websites and in association with romantic movies. At the same time, both heterosexual men and women will respond to an ad describing partner collaboration in DIY as an opportunity to strengthen a romantic relationship.
     Underpinning the researchers’ explanation for their findings and suggestions is the role of risk taking in mating. This leads them to another insight: Minimizing the potential risk of a DIY project might actually result in lower sales.
     The researchers cite prior research about DIY motivation which concludes that men are frequently driven by enjoyment of craftsmanship and women frequently find in DIY participation feelings of empowerment. A set of researchers at University of Southern Mississippi and Appalachian State University suggest you improve DIY sales to women by appealing to and cultivating empowerment. Keep your salesperson role one of coach, who reassures the woman of availability until the project is completed and encourages the woman to buy what’s needed. Stay away from seeming like a superhero who aims to rescue the damsel in distress.
     Another study concludes that with women under financial strain, you point out the economic empowerment from completion of their projects.

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Power Tools to Empower Women 

Ask “Whither Art Thou Helping?” 

Effect Endowment via Customer Coproduction 

Gimme Some Lovin’ Handmade 

Note Influence in Nontraditional Couples

Justify Your Targeted Marketing

Targeted marketing by a company—for instance, sending advertising to a preselected segment of the possible audience—can benefit a consumer by reducing their handling of ads which hold little interest to them and can benefit a company by optimizing the marketing budget. Moreover, most consumers like to be acknowledged as individuals, and marketers can leverage increasingly sophisticated methods to individualize their interactions with prospects.
     Would it not be smart then for organizations to target sales promotions to specific demographic groups, such as a custom ad campaign for Blacks or for women?
     Yes, but only under certain conditions. Otherwise, say a trio of researchers at UCLA and Columbia University, stakeholders who find out about the targeting, including those receiving the special attention, are likely to consider the targeting to be unfair. This lowers engagement with the sponsor, intentions to purchase from the sponsor, and willingness to recommend the sponsor to others.
     Because the same explosion in available information and search which fuels the potential for targeting also fuels ease in discovering the targeting, consumers have at least a fair likelihood of learning about it and so sensing unfairness. As an example, the researchers cite the public outrage when journalists discovered and then reported features in Facebook which enabled ad targeting by race or gender.
     Results from the set of studies indicated that these negative consequences are less likely when the marketer explains how the targeting is relevant to a product or service characteristic. Phrasing of this sort included: 

• “The Band-Aids are available in a variety of darker shades that were tested to match the skin tones of their Black customers.” 
• “Initial testing showed that, due to the vitamin and nutrient profile of the snacks, the snacks are better suited to the biological needs of their female customers.” 
• “Specifically, testing shows that approximately 80% of women like the taste and texture, compared with only 30% of men.”

     Notice that each of these three refers to testing. This gives the statement greater credibility.
     Another method the studies indicated will ease the potential negative consequences of marketing by demographics is to explain that the organization’s budget is necessarily limited. The phrasing used here was, “A small mom-and-pop local business has developed a new product, which they believe will appeal to their female customers. This local business has very limited resources, so it must spend its modest advertising budget as carefully as possible.”

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Consider Consumer Confidentiality Concerns 

Discount Discounting for Stigmatized 

Discount Doubts About Veterans’ Discounts