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
How 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.