The test subjects viewed the first company far more favorably than the second. Admitting to shortcomings in areas like strategic thinking showcased that the company was still in control, despite their faults. After examining hundreds of these types of statements, Lee found that the companies who admitted to their strategic faults also had higher stock prices the following year. When blaming external forces even if they happened to be true , companies gave skeptics a reason to view them as not having the ability to fix the problem, in addition to the consideration that they might just be making excuses.
Admitting to honest errors in judgment helps your customers understand that you are still in control of the situation and not prone to making excuses. Creating a sense of urgency in your copy is one of the oldest tricks in the book The following research explains why urgency can completely backfire on you and ruin your meticulously written sales copy.
The research is a classic study by Howard Leventhal where he analyzed the effects of handing out tetanus brochures to subjects. Leventhal conducted the study by handing out two different pamphlets, both sparing no detail on the horrid effects that the tetanus disease can have on the body. The first pamphlet described only the effects of tetanus, while the second included information on where to get vaccinated.
Invoking urgency only had a noticeable effect when follow-up instructions were given. Those who received the follow-up info were also more engaged with the pamphlet as a whole, being able to recall much more specific information from the packet than other participants. Research has shown that instant gratification is such a powerful force that an ability to control against it is a great indicator of achieving success.
Your copy should remind buyers of this advantage at every turn. When a potential customer is on the verge of completing a purchase from your business, they are heavily influenced by how quickly they can receive gratification for parting with their hard-earned money.
Several magnetic resonance imaging MRI studies, including one on nicotine addiction, have shown that our frontal cortex is highly active when we think about waiting for something.
Researchers have noted that the key to these words is that they allow us to envision our problem being solved right away; whatever pain point we are seeking to fix by purchasing something becomes far more enticing if we know our dilemma will be solved instantly. When consumers know they will be rewarded immediately, they will be anxious to buy your products. In the business world, meaningful connections are paramount to your success.
After all, who you know is often as important as what you know. When could this ever be a good thing? In the tests, subjects were asked to choose between two objects or people that they had no relation or connection with; one example asked participants to pick between two painters with meaningless differences. Tajifel found that he could create groups of people that would show loyalty to their supposed in-group and outright discriminate against outsiders, all with the most trivial of distinctions.
Like the Mac vs. PC commercials or Miller Lite taking potshots at unmanly light beers. Our friends over at Copyblogger would assert that real publishers are self-hosted and that well-written content is the centerpiece of the Web. They back these claims by offering solutions that reinforce their assertions. Creating a unique selling proposition is as much about defining who your ideal customers are not as it is about defining who they are.
They are loyal to what the company stands for. Customers adore their policy for donating a pair of shoes for each pair sold. Take a look at Zappos: The research showed that TRUE dissenters have a meaningful impact when trying to persuade a majority group toward a different perspective. Research in this area has also shown that dissenters in a group can enhance creativity and problem-solving. For marketers, this offers a much less scandalous opportunity: Better yet, there is an even more powerful form available for business owners to use: In a study by psychologist Norbert Schwarz, he found that as little as 10 cents was enough to change the outlooks of participants who found the money by surprise, creating a more positive view of their day due to this small high-point.
While this study was conducted in , the implications remain the same: Schwarz succinctly summed up this phenomenon as: In another famous study from Influence, Dr. Robert Cialdini noted that subjects were prone to rate others as much more likable when they had simply bought them a can of soda.
One of the best ways to employ this tactic to boost customer retention is to follow up with customers after they make their initial purchase with you. Our resource 25 Ways to Thank Your Customers highlights a number of ways you can use surprise reciprocity. Potential research space in MIS: A framework for envisioning and evaluating research replication, extension, and generation. Information Systems Research, 13, - Content analysis of research in the Journal of Counseling Psychology — Journal of Counseling Psychology, 46, - Content analysis of the Journal of Black Psychology Journal of Black Psychology, 27, - The structure and evolution of the strategic management field: A content analysis of 26 years of strategic management research.
International Journal of Management Reviews, 10, 1 - Impact of TV advertisement on children buying behavior. International Journal of Humanities and Social Science, 4, - Trends in consumer behavior literature: Journal of Consumer Research, 10, - The theory of buyer behavior. Content analysis in consumer research. Journal of Consumer Research, 4, 8 - An examination of applications with directives for improving research reliability and objectivity.
Journal of Consumer Research, 18, - The disciplinary status of consumer behavior: A sociology of science perspective on key controversies. Journal of Consumer Research, 36, - Disciplinary impact of advertising scholars: Temporal comparisons of influential authors, works and research networks. Market Trends The consumption habits of the public are in regularly in flux, so the study of trends is a permanent fixture in consumer behavior research.
References Reference for Business: Consumer Behavior Consumer Behavior: The Psychology of Marketing. About the Author Dave Stanley has covered sports, music and hard news since Factors That Influence Stock Prices. Accessed 14 September Research Topics on Consumer Behavior. Depending on which text editor you're pasting into, you might have to add the italics to the site name.
Simple Topics for Research Papers. The Best Dissertation Topics on Marketing. What Are the Disadvantages of a Statistical Analysis? Product Ideas for a Marketing Class. Major Types of Research Design.
Jun 21, · 20 Great Topics: Consumer Behavior Dissertation Ideas b2bproxy.cf shopping. Why do people shop online? What are the types of online customers? b2bproxy.cf and shopping. How important is shopping to women? Is shopping only a female activity? What is the.
The topic of consumer behavior is a broad one that has a multitude of categories; it goes beyond the simple motivations of why or why not people purchase goods. For this reason, it makes for a great research topic, as there are many angles to explore, and it lends itself well to various essay.
If you want to know how to choose a fresh topic for your dissertation on consumer behavior, be sure to read the following tutorial that may be useful. Papers On Marketing & Consumer Behavior Topics: Impulse Despite all the market research and consumer behavior research of recent times, perhaps the best route to increasing customer satisfaction is that paved by small merchants of a less sophisticated era, when there was no discussion of "company policy" when a customer was unhappy, and the.
The findings of this research also provide journal editors and reviewers with a wider (global, in a sense) perspective regarding the publication trends and themes on consumer behavior research topics, methods, and statistical analysis. These critical thinking essay topics on consumer behavior will help you choose or compose one on your own. Check them, there is also a sample essay attached. Thinking critically about consumer behavior and producing a strong essay on the subject is a tough challenge.