Brands as human beings

People React Differently to Brands With Human-Seeming Qualities

You’ve probably seen a sign like this pop up in your local deli or coffee shop: “Due to an increase in the cost of [some raw ingredient], we’ve had to temporarily increase the price of [some food or beverage]. We apologize for the inconvenience.” These sorts of notices play an important role in managing a business’s relationship with its patrons because a lot of behavioral economics research has shown that when consumers feel like a rise in price is unfair, they’ll have no compunctions about taking it out on the entity in question — even if that means switching to a rival, even more expensive brand (or coffee shop). If they feel the increase was justified, on the other hand, they won’t act out in this manner. ….[READ]


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