What consumers mean when they say products are "authentic"
Consumers crave authenticity. Yet marketing itself is typically considered inherently inauthentic. Hence, firms must learn to understand, manage, and excel at rendering authenticity. The critical question is: how? What do consumers mean when they talk about “authenticity”?
Selling something? Tap into consumer arrogance
Consumer arrogance is broadcasting your superiority to others via consumption. We turn to merchandise for our sense of value and status because we have lost it in so many other ways.
Cost transparency can increase sales 20%
Retailers who reveal something about themselves may notice an increase in sales as customers feel they are buying into a relationship and developing a perceived support network.
Action-oriented goals produce higher probability of purchases
People are more likely to enact behaviors—whether it's redeeming a coupon or following through on receiving a flu shot—immediately after moving than after sitting, according to the research.
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