Your Sense of Moral Purity May Block You from Making Professional Connections

Research participants who imagined themselves pursuing professional connections at a party felt dirtier afterward, on average, than those who had imagined themselves merely meeting a lot of people at the party and having a good time (2.13 versus 1.43 on a five-point dirty-feelings scale), say Tiziana Casciaro of the University of Toronto, Francesca Gino of Harvard Business School, and Maryam Kouchaki of Harvard University. Moreover, people in the former group were later more likely to take a favorable view of cleaning products such as soap, toothpaste, and window cleaner. This and other experiments suggest that networking in pursuit of professional goals can harm a person’s sense of personal moral purity, the authors write in a working paper.

SOURCE: The Contaminating Effects of Building Instrumental Ties: How Networking Can Make Us Feel Dirty

Credit card or cash when marketing?

neuromarketingHow you pay – credit card vs. cash – actually affects how you think about the products you are buying, according to new research published in the Journal of Consumer Research.

That, in turn, means that marketers need to review how they are marketing to credit and cash customers.

Spending money is always painful.

NeuroMarketing suggests that Cash customers pay more attention to price while credit card customers pay more attention to benefits.

This means the if you sell to credit card customers your marketing need to make clear what will be the benefits while if you are selling to cash customers compare how cost competitive is your product and show it as a bargain.

Consistency brings familiarity

Consistency brings familiarity.

So you need to be consistent with your story and tell it often, consistent in the places you market, how often you market and how you market.

Constant repetition breeds familiarity.

Tell and tell once more then once again


How to market to 5 senses

Here are a few ways you can market to 5 senses in your business:


  • Sight: Logo, uniforms, fabric of uniforms, product design, decor in your office, colors and typeface
  • Sound: product sounds, music in your office. Remember: the eyes like what is new, the ears what is known.
  • Taste: product taste, gifts, we offer chocolate to our prospects before talking about price. It lowers mental barriers
  • Smell: Environmental aroma, product aroma. Diffusers in the room, perfume you and your employees use
  • Touch: Product surface, marketing materials, environment surfaces, fabric of uniforms.

All these can also be brought up in copy.