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#091 - Richard Shotton - Some Very Important Effects In Advertising
Modern Wisdom
The Pratfall Effect
Consumers don't have a fixed conception of Value, what's good value? You know, so I think it rules others words. There's no one walking around the shops thinking they're prepared to pay one pound per unit of happiness when it's a pair of trainers just be too complex. A danno conman talks about often he says look when people have a complex problem like is this thing good value rather than try and weigh that up in a very complex way They replace the complex calculation with a much simpler calculation calculations almost as good but much simpler. If i'm now being asked to pay more This new thing is bad value if i'm nowbeing asked to pay less this new
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