Offer Poor Items to Low Self-Esteem Shoppers

When serving customers who are feeling crummy about themselves, start out by showing inferior alternatives within a product category. Tilburg University, York University, and Cornell University researchers gave study participants choices such as between Budweiser lager versus Tesco lager, a BOSS suit versus a Primark suit, and Reyka vodka in a glass bottle versus Skol vodka in a plastic bottle. Participants also completed a self-esteem scale asking for degree-of-agreement with items like “On the whole, I am satisfied with myself.”
     Those reporting low self-esteem were more likely to choose for their own use the inferior alternative. This was seen in selection of a retail establishment as well. Study participants reporting low self-esteem were more likely to feel comfortable with a sparsely furnished hair salon over a lavishly furnished salon and a restaurant with a dingy interior located across from a secondhand office furniture store over a restaurant with an attractive interior located across from an art school.
     Maybe the reason that shoppers with low self-esteem turn toward inferior items is that these shoppers have less money. Chronic pessimism can disqualify a candidate for top job positions, and encountering economic setbacks can generate pessimism. To assess this as an alternative explanation for the findings, the researchers asked study participants their degree of agreement with “I believe in being careful in how I spend my money.” When the data were analyzed, this measure of frugality, plus measures of income and deservingness, did not add any explanatory power beyond what was provided by the self-esteem measure.
     Researchers at University of Texas-Austin and Switzerland’s University of Bern looked at the emotional attachment of a total of more than 2,300 consumers to a total of 167 brands retailers carry. They found that consumers are more likely to form an emotional attachment to an item at retail if the consumer sees the item as fitting their image of their current self rather than of the person they aspire to be.
     Still, starting out by showing inferior alternatives does not mean you won’t show the better choices later. After you’ve gained the shopper's interest, they might very well consider an upgrade.  Help your shoppers reach for the stars. To achieve more than they thought realistic before they saw the products and services your store makes it possible for them to possess. To go beyond what is in their grasp to realize what is within their reach.

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Tempt the Frugal to Spend
Prosper from Shopper Pessimism
Convince Shoppers to Reach for the Stars
Upgrade Your Upselling