Pumas, Planets and Pens: How Cues in the Environment Influence Consumer Choice

Just read a very interesting article on this research paper: “Dogs on the Street, Pumas on Your Feet: How Cues in the Environment Influence Product Evaluation and Choice,” where Wharton marketing professor Jonah Berger suggests that what you see in your everyday world can influence what you buy. This indicates that association is a powerful tool in getting people to purchase.

An example he gave was participants in one study who were shown more images of dogs liked sneakers from the Puma brand more than those who had not seen the images — because dogs are associated with cats, and cats with Puma. “Marketers … think they have to come up with a catchy slogan or slick advertisement to create a buzz,” Berger says. Instead, companies can get a payoff by creating a link between their product and a cue in the environment.

More details here: http://knowledge.wharton.upenn.edu/index.cfm?fa=viewfeature&id=1927

By Carruthers via Aide-mémoire


Author: Kate Carruthers

Kate Carruthers is Chief Data & Insights Officer for UNSW Sydney, and is also an Adjunct Senior Lecturer in the School of Computer Science & Engineering. She is certified in information security and is currently undertaking postgraduate studies terrorism and security. Kate has extensive experience in senior roles in ICT, marketing, data and digital; and is a member of the NSW Government’s Data Analytics Centre Advisory Board. Kate is currently working at the intersection of data analytics, AI, ML, privacy, cyber security, and data protection.