| 0:00:01 | a that finally |
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| 0:00:03 | is it going to go got some bottom |
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| 0:00:15 | agonies from a young these from the department of marketing within the factory a business |
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| 0:00:19 | and economics |
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| 0:00:21 | the spacious exposed to use of behavioural psychology to examine the consumer sense of ever |
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| 0:00:26 | and how it affects the decision making |
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| 0:00:28 | the title is more power or problems |
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| 0:00:31 | here ready to go |
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| 0:00:34 | i |
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| 0:00:35 | i need to be my friend up there will |
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| 0:00:39 | he's like us in most ways when it comes to buying you can choose what |
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| 0:00:42 | he wants to buy or to buy from and he expects businesses to listen to |
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| 0:00:46 | what he has to say |
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| 0:00:48 | in short he's an empowered consumers |
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| 0:00:51 | now we don't has a problem though |
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| 0:00:53 | some market there's don't like it |
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| 0:00:55 | they see that colourful customers like well you are too demanding in very unreasonable when |
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| 0:01:00 | they don't get what they want |
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| 0:01:02 | or my thesis as the question really is this true as power in a sense |
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| 0:01:07 | corrupted my friend william there |
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| 0:01:09 | so i don't think so together with my supervisor we set up an experiment one |
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| 0:01:14 | over three hundred and fifty people and we use the technique called experiential power prime |
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| 0:01:21 | sorry know what that means simply is that we take on the both people and |
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| 0:01:25 | we inspire them to feel more powerful and we do the opposite to another group |
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| 0:01:29 | of people and make them feel powerless we then ask |
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| 0:01:33 | what would you do if a service disappoints you |
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| 0:01:36 | no but we saw no |
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| 0:01:37 | was really interesting |
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| 0:01:39 | so in one study we ask both groups what if you order the silent but |
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| 0:01:43 | it had kind of fillers on that |
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| 0:01:45 | now naturally both groups feel of set was just as i thought it's not the |
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| 0:01:50 | powerful group but the problem thus once one more angry and more likely to complain |
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| 0:01:55 | and that this it's not we're |
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| 0:01:56 | in a formal study about compensation we discovered that compensating the policy actually increases their |
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| 0:02:03 | aggressiveness was the company |
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| 0:02:06 | well i |
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| 0:02:07 | well what we found was that when consumers like willie of experience power base feel |
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| 0:02:12 | superior like change |
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| 0:02:14 | what good benevolent and responsible kings |
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| 0:02:18 | because as kings they feel like their actions matter to goes around the that's why |
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| 0:02:24 | they are more considerate and more mindful of what they do |
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| 0:02:27 | but be powerless is like being weak helpless exploited as it |
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| 0:02:32 | nobody wants to feel like that right |
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| 0:02:35 | and what the presence do window take back their power the ground or pitchforks and |
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| 0:02:39 | the right |
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| 0:02:41 | and that's what consumers are doing aggressiveness the was a company is their way of |
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| 0:02:45 | breaking free from powerless |
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| 0:02:48 | so |
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| 0:02:48 | this can lead to more problems |
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| 0:02:51 | my answer is a counterintuitive no it's the opposite |
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| 0:02:55 | and from that my conclusion of this is this message that for business |
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| 0:03:01 | don't be afraid of the customers empower them so we can fairly and make them |
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| 0:03:06 | feel like they matter |
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| 0:03:08 | when you do your return the favour |
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| 0:03:11 | i giver |
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