Popular choice vs friends’ recommendations – which is most influential?

There are two sources of social influence that can shape consumer purchases: Overall popularity of the product, as evidenced by indicators such as best-selling lists or online ratings, which aggregate the choices or opinions of previous buyers in the system. Popularity of the product within the buyer’s social circle. This can be evidenced by people … Continue reading Popular choice vs friends’ recommendations – which is most influential?

Here we go, again. The sales!

Ah, the sales season. I have a love-hate relationship with the sales season. Very occasionally I will be very pleased with something that I got on sales. But, overall, it is a depressing time, when otherwise bright people make the silliest of purchase decisions (me included). Here are some of the most common tricks used … Continue reading Here we go, again. The sales!

What others do and say

We have been looking at schools for our youngest. It is not an easy task; even if you have been there before; and even if the child in question is just a few years old. At least, I know that I am not alone (minus the gifted part). In the process, we considered ‘product characteristics’ … Continue reading What others do and say