Ask Question — Sell Products

10 May

Recent studies by Gavan Fitzsimons and Vicki Morwitz showed that an intentions question at a category level (new cars) led to substantially increased buying afterwards. The chosen brand depended on preexisting brand attitudes.

They measured similar dramatic shifts by asking a brand buying intention question for candy bars which were new brands without any preexisting attitude.

Before you say “so what,” think of intentions questions as marketing levers, not survey tools. I do not propose asking millions of people intentions questions in the guise of survey research. That would be unethical.

I do believe that marketing messages delivered via advertising and packaging will be powerful because this approach “flies under the radar” of consumer skepticism. An intentions question allows consumers to access their own positive attitudes towards the category or brand — without defensive barriers up.


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