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Advertising: Difference between revisions
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* '''Smaller words''' - even though people don't usually say prices out loud, studies show that people perceive phonetically shorter prices as being cheaper (i.e. twenty seven dollars and eighty two cents seems more than twenty eight dollars and sixteen cents due to more syllables) . | * '''Smaller words''' - even though people don't usually say prices out loud, studies show that people perceive phonetically shorter prices as being cheaper (i.e. twenty seven dollars and eighty two cents seems more than twenty eight dollars and sixteen cents due to more syllables) . | ||
* '''Removing the comma''' - research shows that removing commas makes a price seem lower ($2,799 vs. $2799). | * '''Removing the comma''' - research shows that removing commas makes a price seem lower ($2,799 vs. $2799). | ||
* '''Offer installments''' - consumers tend to get anchored on a smaller price subconsciously, even if they know the total price. Breaking the price down into how much it costs daily (or comparing it to a cup of coffee) makes the price seem more affordable. | |||
* '''Odd numbers''' - consumers are more likely to choose something at a price ending in an odd number that is right under an even whole number, like $4.97. | |||
* '''Maximise perceived discount''' - retailers use the biggest number possible to label discounts. For example, 20% off a $50 vacuum seems better than $10 off, even though they're both the same amount. | |||
* '''Ditch the currency symbol''' - research shows that menu items that include prices without dollar signs ("''nachos 5''") get diners to spend more than menus with dollar signs ("''nachos $5''") | |||
* '''Red colour numbers for men''' - Studies show that men are more likely to buy products when the prices are displayed in red. Men seem to process ads more quickly and use color as a visual heuristic, and "red" equals "discount." | |||
* '''Decoy pricing''' - Imagine that a small popcorn is $4, a medium is $8, and a large is $8.50. Many people will go for the large since it is "only 50 cents more" than the medium. The medium only exists to boost sales of the large. | |||
=== Touch and mimicry === | ==== Touch and mimicry ==== | ||
According to research, a woman's touch—such as a quick pat on the shoulder—makes patrons of either gender feel more comfortable making purchases. Additionally, you could be more inclined to buy if a salesperson of either gender mimics your gestures. | According to research, a woman's touch—such as a quick pat on the shoulder—makes patrons of either gender feel more comfortable making purchases. Additionally, you could be more inclined to buy if a salesperson of either gender mimics your gestures. | ||
=== Using words related to small amounts === | ==== Using words related to small amounts ==== | ||
Descriptions like "low maintenance" are more appealing to consumers than "high performance," even though both qualities are valued. | Descriptions like "low maintenance" are more appealing to consumers than "high performance," even though both qualities are valued. | ||