The Power of Speed Bumps in Marketing

Speed bumps, whether in the form of obstacles or friction, can be strategically placed to slow down the marketing process and create a positive impact. For example, Clerol intentionally added a 30-minute step to their hair conditioning process, despite the product taking under two minutes to work, to align with consumers' existing belief system and gain credibility. Similarly, Johnson and Johnson added a slight sting to their ointment for faster healing, as people have a psychological preference for feeling the medicine in action. Buckley's cough syrup, renowned for its terrible taste, experienced increased market share after openly acknowledging its awful taste, creating a speed bump that emphasized its effectiveness.