The Marketing Secrets Apple & Tesla Always Use: Rory Sutherland
The Diary Of A CEO with Steven Bartlett
Effort Enhances Value
Consumer perception can be significantly influenced by the amount of effort they invest in a product. Familiar negative narratives may serve to counterbalance imagined negatives, leading to improved brand perception. For instance, IKEA's distinctive shopping experience compels customers to purchase items to justify their visit, reinforcing the desire for ownership. Similarly, the Betty Crocker Cake Mix case illustrates that adding a simple task, like 'just adding an egg', can transform a product from perceived convenience to legitimate cooking, enhancing emotional investment and driving sales.
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