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Persuasion Paradox. Offering too much value can stop a shopper cold. According to Kimberlee Weaver of Virginia Tech, the issue is that the marketer and the shopper simply “play different cognitive roles.”The marketer is looking at the various components of the offer, considering each as an independent item that adds value. The shopper, however, blends them together “in a holistic way” and averages them out. In the process, the value of the main offer can be diluted and diminished.
This explains why fewer shoppers will choose to buy a camera that comes with batteries and a voucher for discounted printing at a local pharmacy than a camera by itself — even though both packages are offered at the same price. In other words: “A few items of low value — or, to be precise, perceived low value — are not lagniappes but losers, and drag down everyone’s opinion of the good stuff …” read >>
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