A Surprising Simple Way to Encourage Customers to Take Risk

Marketing researchers have explored many factors that influence the customer’s decisions while choosing a product over another. Some such as personality traits or how ads frame a question are a bigger focus than others, such as how your surroundings affect your decisions. Indeed, in Ati Jami, research assistant professor of marketing at the Kellogg school stipulates that things in our surroundings that seem irrelevant to the decision can still influence our choices. New studies focused on viewing images reveals that high elevation can push people to take more risk, suggesting that high elevation make us feel more in control. But these images are not suitable for every situation and marketers should test different viewing images to gauge the customer’s reaction. Read More >>

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