Archive for July 2017

Are you a Maximiser or a Satisficer?

Two ‘new’ types of customers have come to the attention of marketing thinkers recently : Maximisers and Satisficers! But what are they and what does it mean for Direct Marketing? Maximisers are inherently more active, more driven to explore every possible criteria. They think they will ultimately end up with better purchase choices. However, all…

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Jam and the rise of Choice Paralysis?

If you diagnose your customer with Choice Paralysis, the prescription might mean giving them less not more? In a now famous marketing study, researchers set up two displays of jams in a gourmet food shop. Customers were invited to try samples, and were given a money-off coupon if they bought a jar. On one display…

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