When a commercial makes you jealous, are you likely to want more or less product?
According to a new study by the UBC Sauder School of Business, your answer may depend on your level of self-esteem. The outcome indicates that the jurisdiction can be an effective marketing strategy. It may be lagging behind people of low self-confidence.
"Professor Darren Said " In the market often try to enjoy consumers' tendencies compared to others compared to customers. Their neighbor's loans look healthier than them? "A strategy can sometimes work. Our results say that when marketers are jealous to sell the goods. Then they may end up with a truncated grape instead of selling and affect the brand's relationship. "
In the study, researchers took part in several tests. The test is including 500 people like NHL and Lulluuman, and like a brand, where a participant comes with other favorite products. Those who reported being confident they wanted the desired brand and inspires to get it.
But partners who report low prices tend to feel worse about themselves. It generally considered to be ineligible for high-ranking brands. To avoid a bruised ego, they often rejected the brand completely.
"If you are less respected, then the company's strategy of using envy is not really good," Dal Stant told Vancouver. "People generally say, 'screw it, I do not want it.'"
Even after the existence of a non-existent participant encouraged a source of self-confidence. It is more likely to be a favorite brand.
This is the first time when marketers are jealous of voters, they have shown that brands could damages. In 2013, the study published in the American Marketing Association's study. The study shows those who try to influence another by hiding such a specific brand then please remember the Ed Hardy T-shirts? Other people hate the brand, which eventually damages its reputation.
"In order to find ways to control such behavior, companies need to find out or they may damage their brand equity". Co-authors wrote in an article published on the website of the Rosilina Ferro Association. "While companies may encourage their brands to publish such that others are targeting. they do not want to do it in any way that it is being shut down in other ways."
To consumers, Dahl said that it is empowering how our marketers understand our psychology.
"Consumers should be aware of their emotions, and how companies are using envy to express. Those emotions when they are high self-esteem, they are going to get excited about the product, and when they have low self-esteem, it can stop them," he said. "Empowerment is to inform it in any way."