DECEMBER 20, 2011
Consumer Buying Behaviour !
" If You Say I'm Special, I'll Buy ! "
The Experiment .
An experiment provided participants with an opportunity to buy a discounted coffee mug .
Those who were told they had been "randomly selected " to get the discount were 3 times more likely to want to buy than people who believed everyone got the discount !
Underlying reason ?
Such "special" opportunities may be appealing because people's self-esteem is tied to factors that distinguish them from the crowd.
Source: When opportunity knocks: The effect of a " perceived unique opportunity " on compliance
Research Conducted by : Researchers Jerry M. Burger and David F. Caldwell of Santa Clara University
Courtesy : Harvard Business Review
No comments:
Post a Comment