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Adapted from AdPrin.com
When is it persuasive to distract customers?
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Adapted from AdPrin.com 2
A bargain in other terms
Which ad will sell more? ____ a) “For a package of 8 note cards, the price is $3. It’s a bargain.” or ____ b) “For a package of 8 note cards, the price is 300 pennies. That’s $3. It’s a bargain.” Will they differ much?Why?Click this slide for the results in this experiment.
35%
70%
For low-involvement goods that are for immediate sale, consider disruption then reframing of an offer. (5.1.4)
Evidence: Laboratory studies; field experiments in European stores.
Is distraction fair?
You could (and probably should) ask this of any persuasion technique. The purpose is to persuade and to enjoy the transaction – while telling the truth. Distraction passes these criteria for low-involvement products – and on rare occasions for high-involvement products.
Good thing, as many advertisements use distraction.
Adapted from AdPrin.com
Based on this exercise, write a small application step for yourself, and set a deadline, preferably within one week. If you are working with someone else, share your application plan and the results of your application.
• For example, brainwrite ways to disrupt and reframe offers for your low-involvement goods and services.