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Identifying the skills needed for the future
Developing a growth mindset
Creating a culture of continuous learning
Match the strategy of the brand
In a final real-world test, researchers found that ads that showed a premium diffuser further from the model outperformed ads that showed the premium diffuser closer to the model. The popular/close ad beat the popular/far ad.
Marketers can leverage the relationship between distance and brand image in ads, window displays or store designs by putting distance between customers and luxury brands and less space between customers and popular brands.
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MORE IDEAS ON THIS
The association between image and distance
When we see something from a distance, we view it as luxurious, and by the same association, when we see something luxurious, we think it is further away.
- In one experiment, participants who viewed a premium leather backpack from ...
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46 reads
Understanding customer preference
Retailers give a lot of thought to where they display products in their stores.
Research shows that customers prefer premium brands when their logos are positioned above the customer. For example, customers value premium watches kept deep inside a glass cab...
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173 reads
Close and popular, far and luxurious
Research found that consumers are more likely to favour premium brands associated with luxury, high price, and prestige when viewed from a distance. In contrast, common brands associated with accessibility, value, and warmth are desired...
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50 reads
CURATED FROM
Does Distance Make the Consumer’s Heart Grow Fonder?
insight.kellogg.northwestern.edu
4 ideas
·302 reads
CURATED BY
New research finds that how far we are from a product influences what we think of it.
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