黑料导航

Marketing and consumer behavior expert , associate professor of management and marketing studies, was quoted in a marketing guide by , which discusses consumers’ preference for simpler shopping experiences. Among other points, Kirk notes that one reason that simplicity works well for consumers is that people feel good when they believe that they can master something. 

鈥淚t鈥檚 called a feeling of effectance, or competence, and…effectance makes it easier for consumers to feel ownership for a product as they shop,鈥� said Kirk, whose research focuses on psychological ownership in marketing. 鈥淲hen consumers feel a product or brand is 鈥榯heirs鈥� they will pay more for it, will evaluate it more positively, and are more likely to tell others about it.鈥�