Researchers at Winthrop University and University of Central Florida described a loyalty program in one of two ways to different sets of people. The wordings were similar to:
- Consumers who accumulate $1,500 of purchases receive a $150 cash bonus
- This program requires $1,500 of purchases to receive a $150 cash bonus
The participants were then asked to assess for a program described in that way how likely they’d be to join, how good a fit the program would be for them, and how difficult it would be to accumulate the $1,500 in purchases.
Results showed how, compared to those given the second program description, those given the first description were more likely to say they’d join, that the program fit them well, and that it would be relatively easy to earn the reward.
The researchers say this happened because the first program description emphasized the consumer while the second description emphasized the program. The grammatical subject of the first sentence is “Consumers,” not “This program.” The first description felt more personalized.
Other of the researchers’ studies supported this explanation. However, those other studies suggested that making the consumer the subject really matters only if two conditions are met. First, the recipient of the ad must believe that what’s being offered will work better for some people than for others. A weight loss program would qualify here, while paper towels probably would not. Second, the ad recipient must perceive that they are among those who might benefit most from the offering. A device to improve your golf score would not qualify with a professional golfer, but probably would with a duffer.
Another grammatical topic in selling turns out to be proper punctuation. Researchers at Boston College found that the best alternative depended on the auditory context, and they say it has to do with shopper arousal. When sedate music was playing in the grocery produce aisle, shoppers were more likely to purchase a box of strawberries if the signage read “Berries?” than if the sign read “Berries.” But if the music was stimulating, “Berries” sold more boxes.
The researchers attribute these findings to an evolutionary predisposition. Our brains drive us to be curious when we’re feeling safe from intrusion, and questions trigger curiosity. When we’re highly aroused, our brains prefer the certainty of statements.
Results showed how, compared to those given the second program description, those given the first description were more likely to say they’d join, that the program fit them well, and that it would be relatively easy to earn the reward.
The researchers say this happened because the first program description emphasized the consumer while the second description emphasized the program. The grammatical subject of the first sentence is “Consumers,” not “This program.” The first description felt more personalized.
Other of the researchers’ studies supported this explanation. However, those other studies suggested that making the consumer the subject really matters only if two conditions are met. First, the recipient of the ad must believe that what’s being offered will work better for some people than for others. A weight loss program would qualify here, while paper towels probably would not. Second, the ad recipient must perceive that they are among those who might benefit most from the offering. A device to improve your golf score would not qualify with a professional golfer, but probably would with a duffer.
Another grammatical topic in selling turns out to be proper punctuation. Researchers at Boston College found that the best alternative depended on the auditory context, and they say it has to do with shopper arousal. When sedate music was playing in the grocery produce aisle, shoppers were more likely to purchase a box of strawberries if the signage read “Berries?” than if the sign read “Berries.” But if the music was stimulating, “Berries” sold more boxes.
The researchers attribute these findings to an evolutionary predisposition. Our brains drive us to be curious when we’re feeling safe from intrusion, and questions trigger curiosity. When we’re highly aroused, our brains prefer the certainty of statements.
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Mind Your Ps & Qs in Reviews 
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