A study reported in strategy+business, though, refutes this approach.
The new study concludes that consumers will value a product more when they've had a hand in making it themselves, and when they've been given some creative opportunities along the way. In doing so, they satisfy a desire to show their competence.
There are a few conditions needed to maximize this response:
- The consumer should be prompted with a nostalgic memory to put them into a positive mindset.
- The customization and creativity have to be included during the assembly process - consumers have little patience for the tedium of completely planning a project before rolling up their sleeves and getting to work.
- The process works best where extreme effort rather than simple inspiration is required. Using the physical training plan as an example, the up-sell solution could be a plan that has options in each step along the way for the consumer to use. The plan could say "Ab Session: Choose either exercise A or B. No forethought needed. Today simply choose exercise A or B."
By Kevin Rokosh
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