Phrase Discounts to Encourage Visualizing Use

When shoppers visualize receiving benefits from use of a product or service, they become more likely to purchase that item. This fact is particularly important to marketers who want to tempt consumers to consider items which are potentially of interest, but not currently top-of-mind. Offering a promotional discount aids in this. Announcing the promotion in a way which enhances visualizing the benefits of the purchase helps further.
     Researchers at University of Michigan and Koç University suggest providing specifics. In their studies, “Matching shirt 50% off with purchase of jeans” produced better consumption visions and perception of an attractive deal than did “Any second item 50% off with purchase of jeans.” And “Matching shirt 50% off with purchase of jeans” worked better than “Second pair of jeans 50% off with purchase of first pair.” It’s easier for the consumer to imagine wearing a shirt and jeans together than imagine wearing two pairs of jeans together.
     If the shopper is distracted, difference in phrasing makes less difference. That’s because imagining requires mental energy. So why not make it easier on the consumer by showing a photo, video, or drawing of usage? University of Bamberg studies find that showing an image of use facilitates the sale when the benefits of item use are complicated to explain causing shoppers to conclude they have limited knowledge about usage. In such cases, they won’t know what to visualize.
     Whether or not you’re offering a promotional discount or including an image such as a photo, using sensory words in the marketing text stimulates visualizing. University of Michigan researchers presented one of two chewing gum ads to consumers. The first version read “Stimulate your senses.” The other ad mentioned only taste, reading “Long-lasting flavor.” All the study participants then sampled the gum.
     Those people reading the multiple-sensory version before the sampling gave higher ratings to the flavor of the gum. The researchers found parallel results for the multiple-sensory versus taste-only advertising/sampling with potato chips and with popcorn.

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