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A study published in the Journal of Consumer
Research finds that people
take notice when they feel worse than they
thought they would, but-oddly-NOT when they
feel better than expected.
Affective Misforecasting
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Not As Happy As I Thought I'd Be
People make predictions about how they'll
feel in the future all the time, but studies
show we often predict
wrong.
Patrick and co-authors Debbie
MacInnis
and C. Whan Park at the University of
Southern California have coined the term
"affective
misforecasting" to describe the
gap between anticipated feelings and actual
feelings.
You can help your business (and your
customers' satisfaction)
by helping
your customers take notice of when they
feel better than expected.
A simple
example, Big Y, Publix, Stop & Shop and CVS
print right on their
receipts how much money you've
saved that visit. (And some even print how
much you've saved so far this
year.) Remind and reinforce those good
feelings!
You can also minimize misforecasting simply by
creating a
more realistic expectation of the
future. In other words, make sure the hype
doesn't set you up for a very disappointed
customer.
Will this microprocessor knee
make me a marathon runner?
Is my new
supplier going to save me 10 grand a
year?
Will this orthosis weigh that much
less?
The authors assert that
companies can help
themselves by encouraging consumers to pay
attention when they do feel better than
expected -- something consumers are not
naturally inclined to do, but can be prompted
into doing.
Need ideas? They're
on
the blog.
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Marketing Gold Star
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Mike Cannella of the Elmwood Post Office,
West Hartford, CT for customer service that
went above and beyond!
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Marketing Tips & Topics
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Marketingprofs.com
has a great article
entitled "What Every Marketer Can Learn from
(my most favorite store!) Target"
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Marketing Tip
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6/1-62/07 MidWest
Chapter AAOP, Lisle,
IL 6/29-6/30/07
PrimeFare
East, Nashville, TN "Blogs,
Podcasts, Lenses - Web Technology Can
Maximize Your Marketing
Reach" 7/12-7/14/07 *NEW
DATE* LAOP,
Shreveport,
LA 7/20-7/21/07 APOA,
Birmingham, AL
7/26-7/28/07 Florida
Chapter, Bonita
Springs "Your Web Presence: The Good, The
Bad & The Ugly"
8/24-8/25/07 TAOP, Dallas,
TX "
"Blogs, Podcasts, Lenses - Web Technology Can
Maximize Your Marketing
ROI" 9/22/07 Women's Health
Boutique
Annual Meeting Cypress, TX "Custom Fab
Marketing Boot
Camp" 11/7-11/9/07 New
England Chapter Meeting (and Lizzypalooza
'07), Mystic,
CT
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Feedback - Let me have it!
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Have a marketing success story? Tell me
about it! I'm listening.... 860-967-4184.
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