MGMD10H3 Lecture Notes - Lecture 10: Product Placement
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Results of studies showed that the top reason why people buy items owned by them was contagion, the belief that a part of the previous owner of this object lives on. I would test the hypothesis by adding different age groups. Another factor that could be helpful is influence, some people buy items because the famous people they looked up to bought them or used them. Maybe in some ads, brand managers could state that fact that this product or service is favored by celebrity x . "positive consumer contagion: responses to attractive others in a retail context. : the main contribution of this paper is it found that people will likely buy objects if it has been touched by an attractive individual. This might play a huge role in the attractiveness of the sale"s associate/model that was used. Also, another discrepancy i notice is culture, people of different culture don"t perceive attractiveness the same way.
