Extreme aversion

William Poundstone writing in his book Priceless:

“Extending the work of Huber and Puto, A 1992 the paper by [Amos] Tversky and Itamar Simonson laid down two commandments of manipulative retail. One is extreme aversion. They showed through surveys (involving Minolta cameras, Cross pens, microwave ovens, tyres, computers, and kitchen roll) that when consumers are uncertain, they shy away from the most expensive item offered or the least expensive; the highest quality or the lowest quality; the biggest or the smallest. Most favour something in the middle. Ergo, the way to sell a lot of £500 shoes is to display some £800 shoes next to them.”

Products that don’t sell effect those that do.

Hey. I’m Alex Murrell. I'm a Planner at Epoch Design in Bristol where I help deliver highly creative, innovative and effective pack, instore and online communications for some of the world’s biggest FMCG brands. Want to know more? You can find me on Twitter or LinkedIn.

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