Explore the World's Best Ideas
Join today and uncover 100+ curated journeys from 50+ topics. Unlock access to our mobile app with extensive features.
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 cabinet more than those kept at eye level. But the question is if it is the distance or the height that has this effect on customers.
6
175 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 when viewed from up close.
There is not an ideal distance. The research shows that the proper distance between consumers and products depends on the image the brand conveys.
6
52 reads
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 a distance thought it was more prestigious.
- In a second experiment, participants viewed a trendy canvas backpack as more popular when viewing it from a distance of three feet compared to five feet.
6
47 reads
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.
6
33 reads
IDEAS CURATED BY
CURATOR'S NOTE
New research finds that how far we are from a product influences what we think of it.
“
David Garcia's ideas are part of this journey:
Learn more about business with this collection
Identifying the skills needed for the future
Developing a growth mindset
Creating a culture of continuous learning
Related collections
Similar ideas
3 ideas
6 ideas
The way advertising works
meltingasphalt.com
2 ideas
The Psychological Factor That Helps Shape Our Moral Decision-Making
insight.kellogg.northwestern.edu
Read & Learn
20x Faster
without
deepstash
with
deepstash
with
deepstash
Personalized microlearning
—
100+ Learning Journeys
—
Access to 200,000+ ideas
—
Access to the mobile app
—
Unlimited idea saving
—
—
Unlimited history
—
—
Unlimited listening to ideas
—
—
Downloading & offline access
—
—
Supercharge your mind with one idea per day
Enter your email and spend 1 minute every day to learn something new.
I agree to receive email updates