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