drive margins with childhood associations

6 or 8 options can trump an unlimited number  It really does not make sense that consumers would prefer 6 or 8 options compared with an unlimited number of options, but research by King and Janiszewski found that this is, indeed, the case. The researchers compared four offers for pizza: Option 1      3 medium pizzas with unlimited […]

6 or 8 options can trump an unlimited number  It really does not make sense that consumers would prefer 6 or 8 options compared with an unlimited number of options, but research by King and Janiszewski found that this is, indeed, the case. The researchers compared four offers for pizza: Option 1      3 medium pizzas with unlimited toppings – $24.00 Option 2      4 small pizzas with unlimited toppings – $24.00 Option 3      3 medium pizzas with 8 toppings – $24.00 Option 4      4 small pizzas with 6 toppings – $24.00 The two most popular options were: Option 3 because 3 (pizzas) by 8 (toppings) = 24 Option 4 because 4 (pizzas) by 6 (toppings) = 24 The research found that when the advertisements contained numbers that could multiply to equal  $24 (e.g. 3 and 8), participants could process the price of $24 more easily. The price simply felt right. As a result consumers…

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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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