In online business, opposites attract - and increase sales
How can we better understand how clients’ gender influence bias, could improve customer service and sales? This study reveals some surprising results.
Ad strategies of the Great Depression can inform today's crisis communications
Understanding which approaches work in times of crisis can benefit advertisers and consumers. Read what the researchers have to say.
Want a deal on a purchase? Find common connection with seller
It’s an interesting demonstration of how people are willing to trade between money and emotional connections.
Secondary selling: what's really happening in a sale?
Results indicate that secondary selling accounts for 22.9% of the variance in customer motivation to buy.
Sales and self: The non-economic value of selling the fruits of one's labor
Individuals offering their self-made products interpret sales as a positive signal from the market, like customers telling them they are skilled and competent producers. Artisans who sell more of their self-made products feel more competent, which in turn makes them happier.
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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