Hero or Helper?
Episode Description
Consumers aren’t always looking for a “miracle product” to fix their problems — sometimes, they want to work hand-in-hand with a brand to succeed, Wharton research shows. Read more: http://knlg.net/1qkgLCR 📂 Marketing 🏷️ Research
Brief Summary
Consumers with low control prefer products that require effort and empowerment over those that promise ease.
Key points
- The Role of Control in Consumer Choices. Research shows that consumers with low feelings of control prefer products that require effort.
- Empowerment through Effort. High-intensity workouts provide a sense of control for individuals feeling powerless in other areas of life.
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Episode highlights
- The Role of Control in Consumer ChoicesResearch shows that consumers with low feelings of control prefer products that require effort.“You may actually be more satisfied by picking up the product that you believe you have to put in a little more effort.”1:50Sep 8, 2014
- Empowerment through EffortHigh-intensity workouts provide a sense of control for individuals feeling powerless in other areas of life.“This is the one thing they have control over.”7:52Sep 8, 2014
Episode quotes
Tension
45/ 100Some tension
