Adapted from AdPrin.com

When is it persuasive to distract customers?

View as slide show

Adapted from AdPrin.com 2

A bargain in other terms

Which ad will sell more? ____ a) “For a package of 8 note cards, the price is $3. It’s a bargain.” or ____ b) “For a package of 8 note cards, the price is 300 pennies. That’s $3. It’s a bargain.” Will they differ much?Why?Click this slide for the results in this experiment.

35%

70%

For low-involvement goods that are for immediate sale, consider disruption then reframing of an offer. (5.1.4)

Evidence: Laboratory studies; field experiments in European stores.

Is distraction fair?

You could (and probably should) ask this of any persuasion technique. The purpose is to persuade and to enjoy the transaction – while telling the truth. Distraction passes these criteria for low-involvement products – and on rare occasions for high-involvement products.

Good thing, as many advertisements use distraction.

Adapted from AdPrin.com

Based on this exercise, write a small application step for yourself, and set a deadline, preferably within one week. If you are working with someone else, share your application plan and the results of your application.

• For example, brainwrite ways to disrupt and reframe offers for your low-involvement goods and services.