Tuesday in India: Johnny-Come-Lately Making a Dramatic Entry

Only an ad can make this dirty car look so attractive. Or is it the driver?

Mahindra & Mahindra presented the New Generation Scorpio and the video is not your casual car ad.

Need I say more?

Watch it.

P.S. When you’re done reading and watching, I’d love for you to share your favourite campaign this year? Leave a comment or Tweet me, let's chat!

Friday Research: Your Customer Wants It The Hard Way

When Will You Use This?  

Developing your products and creating consumers experience.

What’s The Red-Letter Bite Today? 

Traffic jams make me feel helpless. Then I think, how important is it to be in control as a consumer?

Current research* explored how feelings of control influence selection of products that require either high or low effort.

For example, in one study, basketball players who had either just won or lost a game were asked their opinions about a new basketball shoe. Players saw a photo of a shoe with either the tagline “Work less, Jump higher” or “Work harder, Jump higher.” The players who had just lost the game were more likely to purchase the shoe with the “Work harder, Jump higher” tagline. Players who had just won did not favor one shoe over the other.

Results revealed that when a person’s sense of control is threatened, they are more likely to seek out products that require hard work to restore their belief that they can drive their own positive outcomes. However, when progress feels too slow for someone already in a low-control situation, they are likely to switch their product preferences toward lowering effort— succumbing to things like “get rich quick” schemes and “lose weight without trying” campaigns.

"Did They Just Say I am a Looser? I'll Show Them in a Year!"

Addition To Your Bag of Tricks    

As authors suggest, "with the plethora of low-effort products on the market today, a brand’s intuition might be to provide consumers with the easiest, most high-tech routes to achieve their goals. However, our research reveals that the more consumers experience threats to their sense of control with respect to health or fitness goals, the more desirable a structured, high-effort program where consumers drive their own outcomes."

*Cutright K.M., Samper A. “Doing It the Hard Way: How Low Control Drives Preferences for High-Effort Products and Services.” Journal of Consumer Research: October 2014 {Thanks for the material}

P.S. When you’re done reading, I’d love for you to share your experience with increasing customer's self control? Leave a comment or Tweet me, let's chat!

P.P.S. Need some help on crafting your marketing message? Let's do this together.

Tuesday in India: I Bet You Want to Avoid but #DontLookAway

Stand up for your children!

This two-minute film, directed by Jaydeep Sarkar, aims to increase awareness on child sex trafficking.

Not easy on heart.

 

P.S. When you’re done reading and watching, I’d love for you to share your favourite campaign this year? Leave a comment or Tweet me, let's chat!

Friday Research: Desire for Product vs Non-indulgence

When Will You Use This?  

Developing tactics in order to maximize customer behavior.

What’s The Red-Letter Bite Today? 

We all have gone through this while studying or simply being on a diet. Gathering strong determination, setting goals and exercising strong self-control. But temptations are never too far..

Current studies* investigated the possibility that individuals may distort memories of past behavior in order to allow for indulgence in the present. In authors words, "people may trick themselves into thinking something like, ‘I’ve been good on my diet lately, so I can have this piece of cake."

Results revealed that people who distort past memories of their indulgences are more likely to indulge in the future. Across four studies involving eating, spending, and studying, the authors found that people distort their memories of past indulgences when faced with an opportunity to indulge. This, in turn, leads to greater levels of indulgence.

'I deserve this piece. I've been following a strict diet for past two days!'

Addition To Your Bag of Tricks    

As authors suggest, "this information can help banks, health clubs, and companies looking to maximize customer behavior and the choices people make on a day-to-day basis. For example, gym managers might send out emails reminding people how long it has been since their last workout—encouraging impulsive people to come in to exercise and ultimately increase their satisfaction with their gym membership. "

*May F., Irmak C. “Licensing Indulgence in the Present by Distorting Memories of Past Behavior.” Journal of Consumer Research: October 2014 {Thanks for the material}

P.S. When you’re done reading, I’d love for you to share your experience with customer indulgencies? Leave a comment or Tweet me, let's chat!

P.P.S. Need some help on crafting your marketing message? Let's do this together.

Tuesday in India: Many Things Make the Complete Man. Letting Go is Just One of Them?

Sometimes you don't need a reason.

Some things just leave a good taste in your mouth.

Like this new video campaign from Raymond, one of India's largest branded fabric and fashion retailers.

Oh, I want to wake up tomorrow feeling a child again..

P.S. When you’re done reading and watching, I’d love for you to share your favourite campaign this year? Leave a comment or Tweet me, let's chat!