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Confuse Your Customer, Then Explain It Simply: They Buy It
jjsnlee
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9-13-2007 12:14 AM
169 views
tags:
communication
,
cognition
,
jedi mind tricks
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<div style="margin: 12px 0px; font-family: arial; color: #333333; background: #ffffff; border: solid 4px #e5e5e5; width: 100%; clear: left;"><div class="CM_CTB_Content_Wrap" style="margin: 0px; padding: 0px;background-color: #ffffff;"><div style="border-bottom: solid 1px #dcdcdc; white-space: nowrap; margin-bottom: 8px; background-color: #eeeeee ;background-image: url(http://clipmarks.com/images/source-bg.gif); background-repeat: repeat-x; height: 24px; line-height: 24px; vertical-align: middle; padding-bottom: 4px; color: #666666; font-size: 10px;" ><a href="http://clipmarks.com/clip-to-blog/" title="see clips that are hot right now"><img src="http://content.clipmarks.com/blog_embed/11559d24-cf31-4e01-ae9b-d0b54f8beb34/A11C0FA3-ACA7-49F8-956F-3CF9A1C1BFBA/" alt="" width="19" height="19" border="0" style="vertical-align: middle; margin: 0px 4px; display: inline; border: none; float:none;" /></a>clipped from <a title="http://www.sciencedaily.com/releases/2007/09/070912124017.htm" href="http://www.sciencedaily.com/releases/2007/09/070912124017.htm" style="font-size: 11px;">www.sciencedaily.com</a></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.sciencedaily.com/releases/2007/09/070912124017.htm"><P>The researchers found that by presenting a confusing sales pitch to consumers and then restating the pitch in a more familiar way, they were able to increase sales of a candy bar in a supermarket, increase students' willingness to pay to join a student interest group, and increase students' acceptance of a tuition increase. </P></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.sciencedaily.com/releases/2007/09/070912124017.htm">However, the researchers found that a confusing sales pitch alone -- such as one utilizing technical jargon, confusing terminology, or large and confusing product assortments -- does not lead to greater consumer interest.</blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.sciencedaily.com/releases/2007/09/070912124017.htm"><P>Rather, it increases the "need for cognitive closure"; consumers will grasp for easy-to-process or unambiguous information that has direct and obvious implications for judgment and behavior.</P></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.sciencedaily.com/releases/2007/09/070912124017.htm">this need for cognitive closure will cause particularly susceptible consumers to "freeze" their judgments, that is, hold them with a high degree of confidence and refrain from considering additional evidence that could potentially threaten closure.</blockquote></div><div style="margin: 0px 6px 6px 4px;"><table style="font-size: 11px;border-spacing: 0px;padding: 0px;" cellpadding="0" cellspacing="0" width="100%"><tr><td style="background:transparent;border-width:0px;padding:0px;"> </td><td align="right" style="background:transparent;border-width:0px;padding:0px;width:107px" width="107"><a href="http://clipmarks.com/share/A11C0FA3-ACA7-49F8-956F-3CF9A1C1BFBA/blog/" title="blog or email this clip"><img src="http://content7.clipmarks.com/images/c2b-foot.png" border="0" alt="blog it" width="107" height="17" style="border-width:0px;padding:0px;margin:0px;" /></a></td></tr></table></div></div>
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