THE RESEARCH SUGGESTS – LOVE WILL NOT CONQUER ALL An amateur philosopher once suggested to me that there are two primary driving forces in life – love and fear. She suggested that every human behaviour or trait has its roots in one of these two forces. I am not sure this is so, but I […]

THE RESEARCH SUGGESTS – LOVE WILL NOT CONQUER ALL An amateur philosopher once suggested to me that there are two primary driving forces in life – love and fear. She suggested that every human behaviour or trait has its roots in one of these two forces. I am not sure this is so, but I am sure that fear is a very powerful influencer and even driver of human and therefore consumer behaviour. While it may not always or even often be recognised fear is a powerful driver of purchase behaviour. In this article, I will address three common fears: Fear of loss. Fear of difference. Fear of failure. Experimental research has found that fear of loss is twice as potent as a driver of behaviour as desire for gain. This can be readily demonstrated in our differing responses to a $50 parking fine. Most people get distressed when they…