DC_5

 

Tableware is a product that everybody needs, but when have you thought about buying a new set of dinnerware for the last time?  However needs making the consumer vulnerable for advertising, regarding maslow’s hierarchy of needs, every person has those needs which include system needs, social needs, self needs these can be triggered for purchase intentions.

One of those social needs is social proof because people have an innate drive to copy others’ decisions and behaviour. Due to the fact that the project already has been successfully launched on kickstarter, with the effect of social proof, the existing community could be utilised to build an even bigger network. Social proof is easing the mind of the consumer regarding the scepticism about a product or service. Surprisingly it’s one of the easiest persuasion techniques, it simply stating that 9 out of 10 people would purchase a certain product, validates it for others.  

To promote the product and the different set variations, decoy marketing seems to be a helpful technique. Not only because of different demands, because of different size of the household (e.g. single compared to extended family household) - but further when consumers are choosing between two similar product sets, introducing a decoy can push people towards the outcome of direction.

But how does it actually work psychological? Let’s demonstrate this abstract technique by providing an example.

A: 799 €, 32 GB

B: 999 €, 64 GB

Your options are the above two, this could be a difficult choice. Some will prefer A because of the price; others B because of the storage capacity.

Now we add the decoy- option C.

C: 959 €, 50 GB

Almost as expensive as option B but with less storage. Now option B seems to be a better deal because, you don’t pay much more than for option C but with less storage. Studies have found that the decoy reduces our stress reaction by lowering the feeling of conflicting information, while choosing between two equally preferred options. So, jumping back, to the example of different quantities of households one might think that a single household set doesn’t make sense at all, because even a bachelor has guest from time to time. By Adding two other option with similar features, concerning neuromarketing, the brain is not able to judge absolute values rather it compares the benefits.

As mentioned before nobody really thinks about buying new dinnerware and in this case Planetware is linked to an even bigger value clashing issue-  the environment . Because of it’s unique production procedure Planetware may or may not unintentionally attract a certain audience. This audience is naturally critical about products that claim to be healthy, sustainable, durable.  Resistance is the single most problematic aspect of getting someone to purchase something. There is a advantageous side effect coming with acknowledging resistance, it also increases the likability. Simply acknowledging the reasons for resistance generates and enhances a sense of freedom to choose. Studies have shown that you will gain greater compliance if you acknowledge resistance first. It is a disarming technique and works very well. Telling the target what they do not want, paradoxically, makes them want exactly this. Acknowledging resistance work, by highlighting the target’s autonomy to say “no” and they have the added benefit of making the requester appear respectful of the target’s choice.

 

 

 

 

Here is how it works: 

 

SOCIAL PROOF:  

Collaboration with foodbloggers is an effective social proof marketing.  It demonstrates social proof from somebody who is into the topic, additionally uses the existing network of the food blog to gather more social proof in form of e.g. likes. 

 

 

 

 

 

 

 

 DECOY:

 

ACKNOWLEDGING RESISTANCE:

“We know we won’t change to world but maybe we’ll change the way you eat.”