BackThe answer to this question is more complex than many might think. I am certainly interested in your views. Extensive research has shown that limited choice enhances the purchase experience and too much choice detracts from the purchase experience and the outcomes for the organisation offering the choices. Indeed, this has been reflected in the recent behaviour of ...
MANAGING CONSUMER BEHAVIOUR – TIP 10
The power of PERCEPTION No one ever made a purchase on the basis of reality, as much as they might think they have. Every purchase is based on perception. That does not mean of course that the perception is never in line with the perception. It is however the perception that drives the purchase and most often the ...
MANAGING CONSUMER BEHAVIOUR – TIP 9
The power of SELF IMAGE When I do my supermarket shopping I buy 7 bottles of sparkling mineral water – one for each day of the week. I like sparking mineral water. Deep down I also like the fact that when I go to the checkout there is no Coke in my trolly – a product I ...
MANAGING CONSUMER BEHAVIOUR – TIP 8
The power of the PLACEBO A major medical research project recently evaluated the impact of paracetamol on back reducing back pain. The study was responding to the frequency with which GPs suggest to people with back pain to take two tablets of paracetamol and lie down. The study found no evidence that paracetamol has any effect on ...
MANAGING CONSUMER BEHAVIOUR – TIP 7
The power of PERSUASION I suspect no-one questions the important role that persuasion plays in marketing. Indeed, one could argue that marketing related communication is and should be the art of persuasion. Despite this, I find that few people truly understand the art of persuasion. This is despite the fact that people have been writing about it ...
