Good Thinking
Written by Galia Myron Monday, 31 August 2009 14:13
Do consumers prefer to focus on abstract or concrete benefits? It is all in their heads.
Are you searching for freedom or just like to watch sports? Persuading people to buy specific products and services may depend on how abstract or concrete the benefits appear to be, based on the buyer’s goals, says a new joint study from Northwestern University and Dartmouth College.
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