Weitere Kapitel dieses Buchs durch Wischen aufrufen
In an experiment conducted by researchers at Boston University, a group of people drove one of four different cars in a computer game. The cars all performed the same; the only difference was that one of the cars had a Red Bull logo on it. They found that people who drove the Red Bull cars drove faster, took more risks, and had more accidents than people driving the other cars. When interviewed after the game, people didn’t say they drove faster because of the logos – but clearly the logos had a subconscious effect.1
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Hsu, Huel-Chen and Wen-Llang Llu. “Using Decoy Effects to Influence an Online Brand Choice: The Role of Price-Quality Trade-offs.” Cyberpsychology, Behavior, and Social Networking. April 2011, 14(4): 235–239. (print) doi:10.1089/cyber.2009.0262.
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Sharpe. Kathryn M., Ricahrd Stelin, and Joel Huber. “Using Extremeness Aversion to Fight Obesity: Policy Implications of Context Dependent Demand.” Journal of Consumer Research. (406–422). Faculty.fuqua.duke.edu. Web. 18 December 2015. https://faculty.fuqua.duke.edu/~jch8/bio/Papers/JCR%20Oct%202008%20Extemeness%20aversion.pdf
Hedgcock, William, and Akshay R. Rao. “Trade-off aversion as an explanation for the attraction effect: A functional magnetic resonance imaging study.” Journal of Marketing Research 46.1 (2009): 1–13. CrossRef
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Berger, Jonah and Gráinne Fitzsimons “Dogs on the Street, Pumas on Your Feet: How Cues in the Environment Influence Product Evaluation and Choice.” Journal of Marketing Research: 45, No. 1 (2008): 1–14.
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- Imperative 2: Embrace the All-Encompassing Nature of Customers’ Irrationality
- Palgrave Macmillan UK