🎓 Far is prestigious, near is mainstream
🎓 Far is prestigious, near is mainstreamIf your brand is prestigious, place products far from the customer or model in an ad. If your brand is mainstream, position them close.New to Ariyh? Join 7,344 evidence-based marketers for 3min insights 💡 based on research 🎓 to grow your business 📈 If you find these insights useful please share them with your colleagues and friends, Ariyh grows thanks to you! Today’s insight is brought to you by… Shoto Staying well-informed is more difficult than ever. Shoto is a newsletter that does the work so you don’t have to. Find emerging technology trends, business insights, and the latest advances in science. Explore the world beyond your bubble and discover trends before they go viral. 📝 IntroWe’ve seen before that it matters where you position products in ads or stores. For example, modern products are more appealing if they’re placed on the right rather than left. It even makes a difference where you place your message. Rational messages work better if they’re placed high up, and emotional ones if they’re placed lower. Today, we look at how close or far away you should place your products depending on whether they are premium or mainstream. P.S.: Looking to hire top-notch marketers? I’d like to help you (for $0, this time only). Answer this email telling me which roles you’re looking for if you want to know more. Something new is coming soon, get excited ;) Want to sponsor Ariyh? Here’s all you need to know. Previous insight: Say “Thank you” not “Sorry” (100+ more insights here) Place items near or far depending on your brand positioningImpacted metrics: Brand attitudes | Customer acquisition 📈 RecommendationPosition your product close or far away from a customer (e.g. in a store) or a model (e.g. in an ad) depending on your brand’s positioning:
People will like your brand and product more, and pay more for it. 🎓 Effects
(Website visit rates of people who received different versions of a home fragrance diffuser - Click to zoom in) New here? Subscribe for the latest marketing research 💡 from top business schools 🎓 in 3min practical insights 📈 🧠 Why it works
✋ Limitations
🏢 Companies using this
⚡ Steps to implement
🔍 Study typeLab and online experiments and a field experiment (on an ad of an ecommerce retailer sent on WeChat). Taiwan and China 📖 ResearchChu, X. Y., Chang, C. T., & Lee, A. Y. (October 2021). Values Created from Far and Near: Influence of Spatial Distance on Brand Evaluation. Journal of Marketing. 🏫 AffiliationsSchool of Business, Nanjing University; National Sun Yat-sen University; and Kellogg School of Management, Northwestern University. China, Taiwan, and United States Remember: This is a scientific discovery. In the future it will probably be better understood and could even be proven wrong (that’s how science works). It may also not be generalizable to your situation. If it’s a risky change, always test it on a small scale before rolling it out widely. Rate today’s insight to help me make Ariyh's next insights 🎓 even more useful 📈 How was today’s insight? Want to sponsor Ariyh or ask a question? -> Reach out at thomas@ariyh.com Don’t have time to study all the latest marketing science in depth? -> You can ask me for Personalized Recommendations. I will analyze your business and tell you exactly what research you should apply and how. New to Ariyh? -> Subscribe below or read other 3min marketing insights here |
Older messages
🎓 Say “Thank you” not “Sorry”
Tuesday, November 16, 2021
After a service failure, use appreciation (“Thank you for your patience”) instead of an apology (“Sorry to keep you waiting”) to improve satisfaction, repurchases, and word-of-mouth.
🎓 The “Sold-out” effect
Tuesday, November 9, 2021
Display some sold-out options to increase quality perceptions of your products and increase sales (people said they were 22.7% more likely to buy in one experiment). Don't show too many or the
🎓 Invent ‘Special Days’ to launch promotions
Tuesday, November 2, 2021
Promotions on unusual 'Special Days' (eg World Tourism Day, anniversary of first purchase) are more effective at increasing sales. In one experiment, people were 25% more likely to buy.
🎓 Sustainability boosts sales
Tuesday, October 26, 2021
Sustainability initiatives signal trust and product quality for small businesses and startups. People were 82% more interested in products from a sustainable startup.
🎓 How to encourage pre-orders
Tuesday, October 19, 2021
If your launch is far away, use free gifts rather than discounts to encourage pre-orders (in one experiment they were 125% more effective). If it's less than a week away you can use either.
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