Research: VALUE NOTION – MOTIVATION 

"The consumer needs to know what to buy and why it will buy in 15 seconds ... Otherwise you lost him" 

Parisa Zander, World Merchandising Director for Microsoft

The diamond innovation-value: Reduce business costs, increase customer value.

-          lower its costs by reducing some elements that the industry considers important

-          increase customer value by adjusting the elements that the industry fails

The value of a product or a brand is really important for the customer. 

To do my next research I asked to myself the question: How to give the desire to people to come in the store and buy something? 

I found also an abstract of a book called “How to Get People to do Stuff” by Susan M. Weinschenk, Ph.D. This book talks about the power of psychology and brain science to motivate people to do the stuff you want them to do - even getting people to want to do the stuff you want them to do.

With this book I learned the 7 drives that motivate people: the desire for mastery, the need to belong, the power of stories, carrots and sticks, instincts, habits, and tricks of the mind. For each of the 7 drives behavioral psychologist Dr. Susan Weinschenk describes the research behind each drive, and then offers specific strategies to use. It was very interesting and I learned few things such as:

-          The more choices people have the more regret they feel about the choice they pick. If you want people to feel less regret then offer them fewer choices.

-          If you are going to use a reward, give the reward continuously at first, and then switch to giving a reward only sometimes.

-          If you want people to act independently, then make a reference to money, but if you want people to work with others or help others, then make sure you don’t refer to money.

-          If you want people to remember something, make sure it is at the beginning or end of your book, presentation, or meeting. Things in the middle are more easily forgotten.

/Claire Serris