consumer behaviour strategy 1 – connect emotionally

85% sales growth from emotional connection The last blog in this series cited a study in which teenagers were educated about the dangers of texting while driving. The impact of this education was small and short-lived. In this same study, the teenagers were also introduced to a once attractive woman of their own age who […]

85% sales growth from emotional connection The last blog in this series cited a study in which teenagers were educated about the dangers of texting while driving. The impact of this education was small and short-lived. In this same study, the teenagers were also introduced to a once attractive woman of their own age who had been badly injured in a crash in which both of her parents were killed. The crash was caused by teen driver texting. The effect of this meeting on the texting behaviour of the teens in the experiment was long-lasting – very long-lasting, indeed.Meeting with an injured woman of their own age created an emotional connection for teens in this study, and resulted in a determination to stop texting. Meeting the woman made the issue of injury caused by texting real, rather than a statistic. Seeing the devastating result of texting for just a few…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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