A new study conducted by researchers at the University of Maryland and published in the Journal of Consumer Research indicates that limiting variety may motivate consumers who feel as though they are making progress toward a goal. By contrast, people who believe they have achieved limited success are more motivated by a wider variety of products.
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Sticking a sexy model into an advertisement has been the tried and true method for selling goods and services, but recent research published in the Journal of Consumer Research indicates that the success of this strategy greatly depends on the situation. The actual set-up of the advertising seems to be a huge factor in the success.
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Individuals set many goals throughout the course of their lives, but some of those goals are never fully realized. This inability to reach some goals leads to what is known as “goal revision,” and a recent study in the Journal of Consumer Research has examined the nature of goal revision.
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The Journal of Consumer Research gives us yet another lesson in economics: some people attach a greater value to goods—and even relationships—that seem to require more effort to obtain.
Call it the “smart shopper” syndrome. According to a recent study by University of Chicago researchers Sarah Kim and Aparna A. Labroo, some consumers believe that products that appear harder to get must contain a unique quality or rare value worth possessing. These types of consumers will disregard items located on a central shelf or highlighted by colorful advertisements and, instead, reach for out-of-the-way products on the rear of the shelf. Some consumers will even drive to distant stores to purchase items available nearby just for the thrill of thinking they’re getting something special.
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Retailers have long understood that environment influences how consumers shop and what they buy. For this reason, they invest millions of dollars in designing store layouts–employing arrangement schemes, mannequins, live models and special lighting to arouse consumer interest in their products. Typically, the investment pays off in increased sales.
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Most consumers are familiar with disclaimers in television and radio advertising. After 25 seconds or so of demonstrating the positive qualities of a product or service, some ads switch to a narrator who blurts out the product’s limitations in the final three seconds of the commercial. Advertisers include these disclaimers as required by regulatory agencies that exist to prevent false advertising and keep consumers fully informed about what they’re buying.
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