1. Lively tunes boost sales in crowded stores

    September 11, 2017 by Ashley

    From the Journal of Retailing at New York University press release:

    If a store is crowded, people tend to buy more if the sound system is playing a fast-paced song rather than a ballad. That’s what a team of researchers found in a field experiment across a chain of grocery convenience stores in Northern Europe.

    The researchers — Klemens M. Knoeferle of the BI Norwegian Business School in Oslo; Vilhelm Camillus Paus, of Saatchi & Saatchi in Oslo; and Alexander Vossen of the University of Siegen, in Germany — conducted a longitudinal experiment to determine whether and to what extent music played a role in influencing shoppers when stores were more or less crowded. The authors noted that customer spending tracked an inverted U-shape as stores became more crowded. They found that when stores weren’t crowded, music had little effect, but as social density increased, music with an up-tempo beat spurred spending.

    In “An Upbeat Crowd: Fast In-store Music Alleviates Negative Effects of High Social Density on Customers’ Spending,” appearing in the September issue of The Journal of Retailing, the authors describe a six-week field experiment in 2014 that tested the interaction between manipulated music tempo and measured social density. The sample included 460 small stores and recorded a total of 43,676 observations about shopping basket value (SBV) and the number of purchased items. Compared with no music, as a store became more crowded, the average SBV was roughly 8 percent greater. The authors also observed that SBV was higher due to shoppers’ buying more items rather than more expensive ones.

    Managerial implications were clear: first, the authors say, retail managers should be aware of crowding’s effect on spending patterns and find ways to control it; second, ambient music is a relatively easy tool for retailers to mitigate crowding effects; and third, the authors provide a metric for measuring when social density demands some lively tunes. In addition, when customers are few, retailers might save royalty fees by not playing music, and because fast music in crowded stores motivated customers to buy more low-priced items, managers should prepare for a run on impulse purchases.


  2. Study suggests way to success for sales newbies

    September 5, 2017 by Ashley

    From the Michigan State University press release:

    Good news for novice salespeople worried about becoming successful: Expressing your gratitude to customers by going above and beyond your job description may be as effective as developing long-term relationships with them, indicates a first-of-its-kind study.

    The scientific investigation into both customer and salesperson gratitude, led by Michigan State University business scholar Stephanie Mangus, is particularly relevant as Millennials enter the workforce and become major consumers. Substantial evidence shows that Millennials, or those born between about 1980 and 2000, are emotionally driven buyers.

    Salespeople who control the emotional tone of their buyer-seller relationship tend to have an upper hand, Mangus said. And one way of controlling that emotional tone is for salespeople to express their gratitude to the customer in positive ways, which in turn can foster customer gratitude and loyalty.

    “We’re not saying you have to go out and hug your customer,” said Mangus, an assistant professor of marketing and an expert in business relationships. “All we’re saying is that you should take action on that emotion in a positive way, to put that emotion into practice. Maybe that’s one extra phone call to share a piece of information with your customer, or maybe that’s one extra call to the service department to make sure that customer doesn’t fall to the end of the list.”

    Mangus and colleagues studied salesperson and customer surveys in a business-to-business setting from a large transportation logistics firm. The study found that when salespeople did not go above and beyond, customer gratitude was low overall – and even lower in new relationships between salesperson and client (compared with long-term relationships).

    But when the salesperson did go above and beyond by expressing their gratitude through action, which the researchers call “extra-role behaviors,” customer gratitude shot up to the same high level for both new and long-term relationships.

    “There’s a general acceptance that the longer you’ve been in a business relationship, the more loyal that customer is to you and the more they’re going to buy from you,” Mangus said. “But what we found is that extra-role behaviors can sometimes take the place of that. So if you’re going above and beyond, it may not matter that it’s a newer or developing relationship.”

    And that’s great news for new and aspiring salespeople.

    “One of the big fears of our sales students is that, ‘Oh man, sales jobs are scary because I’m going to go out there and not have customers and not be able to make any money,” Mangus said. “But what new salespeople have is excitement, energy and passion to prove themselves. So if they are grateful for someone just willing to let them come in the door, and they engage in these extra-role behaviors, they can potentially get over the fact that they haven’t been a salesperson for 20 years and that they don’t have an ongoing relationship with this customer.”


  3. People favor highly reviewed products, even when they shouldn’t

    September 4, 2017 by Ashley

    From the Association for Psychological Science press release:

    When we’re trying to decide which cell phone case to buy or which hotel room to book, we often rely on the ratings and reviews of others to help us choose. But new research suggests that we tend to use this information in ways that can actually work to our disadvantage.

    The findings, published in Psychological Science, a journal of the Association for Psychological Science, indicate that people tend to favor a product that has more reviews, even when it has the same low rating as an alternative product.

    “It’s extremely common for websites and apps to display the average score of a product along with the number of reviews. Our research suggests that, in some cases, people might take this information and make systematically bad decisions with it,” says researcher Derek Powell of Stanford University, lead author on the study.

    “We found that people were biased toward choosing to purchase more popular products and that this sometimes led them to make very poor decisions,” he explains.

    As opportunities to buy products and services online multiply, we have greater access than ever before to huge amounts of first-hand information about users’ experiences.

    “We wanted to examine how people use this wealth of information when they make decisions, and specifically how they weigh information about other people’s decisions with information about the outcomes of those decisions,” says Powell.

    Looking at actual products available on Amazon.com, Powell and colleagues Jingqi Yu (Indiana University Bloomington), Melissa DeWolf and Keith Holyoak (University of California, Los Angeles) found no relationship between the number of reviews a product had and its average rating. In other words, real-world data show that a large number of reviews is not a reliable indicator of a product’s quality.

    With this in mind, the researchers wanted to see how people would actually use review and rating information when choosing a product. In one online experiment, 132 adult participants looked at a series of phone cases, presented in pairs. The participants saw an average user rating and total number of reviews for each phone case and indicated which case in each pair they would buy.

    Across various combinations of average rating and number of reviews, participants routinely chose the option with more reviews. This bias was so strong that they often favored the more-reviewed phone case even when both of the options had low ratings, effectively choosing the product that was, in statistical terms, more likely to be low quality.

    A second online experiment that followed the same design and procedure produced similar results.

    “By examining a large dataset of reviews from Amazon.com, we were able to build a statistical model of how people should choose products. We found that, faced with a choice between two low-scoring products, one with many reviews and one with few, the statistics say we should actually go for the product with few reviews, since there’s more of a chance it’s not really so bad,” Powell explains. “But participants in our studies did just the opposite: They went for the more popular product, despite the fact that they should’ve been even more certain it was of low quality.”

    The researchers found that this pattern of results fit closely with a statistical model based on social inference. That is, people seem to use the number of reviews as shorthand for a product’s popularity, independent of the product’s average rating.

    According to Powell, these findings have direct implications for both retailers and consumers:

    “Consumers try to use information about other people’s experiences to make good choices, and retailers have an incentive to steer consumers toward products they will be satisfied with,” he says. “Our data suggest that retailers might need to rethink how reviews are presented and consumers might need to do more to educate themselves about how to use reviews to guide their choices.”


  4. Personifying places can boost travel intentions

    September 3, 2017 by Ashley

    From the Queensland University of Technology press release:

    People who see animals as people and assign human traits to non-human objects are more likely to travel to destinations that are presented as being human-like, according to Queensland University of Technology (QUT) research.

    Dr Kate Letheren, Professor Brett Martin and Dr Hyun Seung Jin, from QUT Business School, found that writing about a destination as if it were human could boost its appeal as a travel destination.

    The research, published in Tourism Management, looked at personality dimensions and the impact on destination choices.

    Participants were shown a travel advertisement for either Paris or Rome. Half of the participants saw an ad where the destination was personified, referring to the city as “she,” while the other half saw an ad that referred to the city as “it.”

    “One of the ads used typical copy for a travel destination advertisement, for example, facts about the city and its attractions. The other used language that humanised the destination, like ‘Paris welcomes you’,” Dr Letheren said.

    “We found people higher in anthropomorphic traits were more likely to respond with feel-good emotions and have a positive view of the destination after reading the personified ad.

    “This suggests people with this trait who see human characteristics in tourism destinations are more likely to want to visit those destinations.”

    The researchers said that levels of anthropomorphic traits varied by person, but some common examples of anthropomorphism at work include people assigning human emotions to a pet dog or referring to a car or ship as “she.”

    Professor Martin said it was a normal tactic for destination and major event marketers to try to make a connection with consumers.

    “Humanising a destination or event can help place it in a positive light and give the audience a warm, fuzzy feeling. This is why cute cartoon animals are often chosen as mascots for the Olympics, for example.

    “Large sums of money are spent on campaigns to try to attract tourists and destinations need to appear warm and welcoming.

    “Tourism campaigns often focus on attracting specific demographics, for example Chinese tourists or luxury holiday-makers, and our research shows that if you have a tourist who naturally humanises, you can tailor the message to appeal to this aspect of their personality.

    “If you can successfully identify what traits people have, you can send them customised messages. Ten to 20 years ago that wasn’t possible, but now it is.”


  5. Smokers 20 percent more likely to quit when cigarettes cost $1 more

    by Ashley

    From the Drexel University press release:

    Older smokers are usually more set in their ways, but a dollar increase in cigarette prices makes them 20 percent more likely to quit, a new Drexel University study found.

    The study, published in Epidemiology, used 10 years of neighborhood-level price data to determine how it affected nearby smokers, focusing on those who skewed older.

    Older adult smokers have been smoking for a long time and tend to have lower rates of smoking cessation compared to younger populations, suggesting deeply entrenched behavior that is difficult to change,” said Stephanie Mayne, PhD, the lead author of the study who is a former doctoral student at Drexel and now a fellow at Northwestern. “Our finding that increases in cigarette prices were associated with quitting smoking in the older population suggests that cigarette taxes may be a particularly effective lever for behavior change.”

    Taking a look at the local relationship between smoking habits and cigarette prices is an understudied but important area to look at, according to the senior author on the study, Amy Auchincloss, PhD, associate professor in the Dornsife School of Public Health.

    “Results on this topic primarily have come from population surveillance,” she said. “But we had neighborhood tobacco price data and could link that to a cohort of individuals who were followed for about 10 years.”

    Smoking cessation remains an important focus of public health efforts since it remains the largest preventable cause of death and disease in not just the United States, but the world.

    The cohort Mayne and Auchincloss looked at included smokers ranging in age from 44 to 84 and stretched across six different places, including the Bronx, Chicago, and the county containing Winston-Salem, North Carolina. Data were taken from the study population between 2002 and 2012 as a part of the Multi-Ethnic Study of Artherosclerosis (MESA).

    In addition to finding that current smokers were 20 percent more likely to quit smoking when pack prices went up by a dollar, Mayne and Auchincloss’ team showed that there was a 3 percent overall reduction in smoking risk.

    However, when the data was narrowed to heavy smokers (defined as smoking more than half a pack a day), there was a 7 percent reduction in risk. When prices increased by a dollar, heavy smokers also showed a 35 percent reduction in the average number of cigarettes they smoked per day, compared to 19 percent less in the overall smoking population.

    “Since heavy smokers smoke more cigarettes per day initially, they may feel the impact of a price increase to a greater degree and be more likely to cut back on the number of cigarettes they smoke on a daily basis,” Mayne said.

    While the data focused on a population older than 44, Mayne believes the price effect may be “similar or possibly stronger in a younger population.”

    “Some research suggests younger adults may be more price-sensitive than older adults,” she pointed out.

    Something she found, though, was that smoking bans in bars and restaurants did not appear to have any effect on smoking behavior in the study population. Although more research is likely necessary to see why that is and whether it’s true — Mayne will soon publish a study devoted to that — one possible explanation is that the economic pressures of a cigarette price increase provide a stronger incentive to quit than placing limits on smoking in public places.

    Mark Stehr, PhD, an associate professor in Drexel’s School of Economics who also served as a co-author on the study, also had a thought on the bans’ effect.

    “A ban may be circumvented by going outside or staying home, whereas avoiding a price increase might take more effort,” he pointed out.

    Based on results from this study, raising cigarette prices appears to be a better strategy for encouraging smoking cessation across all ages.

    “More consistent tax policy across the United States might help encourage more older adults to quit smoking,” Mayne said.

    “Given our findings, if an additional one dollar was added to the U.S. tobacco tax, it could amount to upwards of one million fewer smokers,” Auchincloss said. “Short of federal taxes, raising state and local taxes and creating minimum price thresholds for tobacco should be essential components of a comprehensive tobacco control strategy — particularly in places with high tobacco prevalence.


  6. Consumers more likely to spend money on guilty pleasures with touchscreen technology

    August 29, 2017 by Ashley

    From the University of British Columbia Okanagan campus press release:

    You are more likely to indulge in guilty pleasures when shopping online with a touchscreen versus a desktop computer, according to research from UBC’s Okanagan campus.

    Studies conducted by Faculty of Management assistant professor Ying Zhu are shedding new light into consumer behaviour when it comes to touchscreen technology, a rapidly increasing sales technology.

    “Touchscreen technology has rapidly penetrated the consumer market and embedded itself into our daily lives. Given its fast growth and popularity, we know surprisingly little about its effect on consumers,” explains Zhu. “With more than two billion smartphone users, the use of tactile technologies for online shopping alone is set to represent nearly half of all e-commerce by next year.”

    To extend our knowledge on the touchscreen, Zhu and her co-author, Jeffrey Meyer, conducted a series of experiments with university students to measure thinking styles and purchase intentions using devices like touchscreens and desktop computers.

    The study aimed to investigate whether online purchase intentions change when it comes to two different types of products: hedonic, or those that give the consumer pleasure like chocolate or massages; and utilitarian, products that are practical, like bread or printers.

    “The playful and fun nature of the touchscreen enhances consumers’ favour of hedonic products; while the logical and functional nature of a desktop endorses the consumers’ preference for utilitarian products,” explains Zhu.

    Zhu’s study also found that participants using touchscreen technology scored significantly higher on experiential thinking than those using desktop computers. However, those on desktops scored significantly higher on rational thinking.

    “Overall, what we learned is that using a touchscreen evokes consumers’ experiential thinking, which resonates with the playful nature of hedonic products. These results may well be a game-changer for sectors like the retail industry,” says Zhu. “But my advice for consumers who want to save a bit of money is to put away the smartphone when you have urge to spend on a guilty pleasure.”


  7. How taste and sound affect when you buy

    August 21, 2017 by Ashley

    From the Brigham Young University press release:

    There’s a reason marketers make appeals to our senses; the “snap, crackle and pop” of Rice Krispies makes us want to buy the cereal and eat it. But as savvy as marketers are, they may be missing a key ingredient in their campaigns.

    New research finds the type of sensory experience an advertisement conjures up in our mind — taste and touch vs. sight and sound — has a fascinating effect on when we make purchases.

    The study led by marketing professors at Brigham Young University and the University of Washington finds that advertisements highlighting more distal sensory experiences (sight/sound) lead people to delay purchasing, while highlighting more proximal sensory experiences (touch/taste) lead to earlier purchases.

    “Advertisers are increasingly aware of the influence sensory cues can play,” said lead author Ryan Elder, associate professor of marketing at BYU. “Our research dives into which specific sensory experiences will be most effective in an advertisement, and why.”

    Elder, with fellow lead author Ann Schlosser, a professor of marketing at the University of Washington, Morgan Poor, assistant professor of marketing at San Diego State University, and Lidan Xu, a doctoral student at the University of Illinois, carried out four lab studies and a pilot study involving more than 1,100 study subjects for the research, published in the Journal of Consumer Research.

    Time and time again, their experiments found that people caught up in the taste or touch of a product or event were more likely to be interested at an earlier time.

    In one experiment, subjects read one of two reviews for a fictional restaurant: One focused on taste/touch, the other emphasized sound/vision. Participants were then asked to make a reservation to the restaurant on a six-month interactive calendar. Those who read the review focusing on the more proximal senses (taste and touch) were significantly more likely to make a reservation closer to the present date.

    In another experiment, study subjects read ad copy for a summer festival taking place either this weekend or next year. Two versions of the ad copy existed: one emphasizing taste (“You will taste the amazing flavors…”) and one emphasizing sound (“You will listen to the amazing sounds…”).

    When subjects were asked when they would like to attend, those who read the ad copy about taste had a higher interest in attending a festival this weekend. Those who read ads emphasizing sounds were more likely to have interest in attending the festival next year.

    If an advertised event is coming up soon, it would be better to highlight the more proximal senses of taste or touch — such as the food served at the event — than the more distal senses of sound and sight,” Schlosser said. “This finding has important implications for marketers, especially those of products that are multi-sensory.”

    As part of the study, researchers also learned an interesting insight into making restaurant reviews more helpful. In their field study, the authors analyzed 31,889 Yelp reviews to see if they could find connections between the sensory elements of a reviewer’s experience and the usefulness of a review.

    They found reviews from people who emphasized a more distal sense (such as sight) were rated more useful when the review used the past tense (“We ate here last week and…”), while people emphasizing a proximal sense (touch) had more useful reviews when they used the present tense (“I’m eating this right now and it is so good!”).

    “Sensory marketing is increasingly important in today’s competitive landscape. Our research suggests new ways for marketers to differentiate their products and service, and ultimately influence consumer behavior,” Elder said. “Marketers need to pay closer attention to which sensory experiences, both imagined and actual, are being used.”


  8. Study suggests managers often overestimate customer satisfaction

    by Ashley

    From the Indiana University press release:

    Despite the millions companies spend to gather information about customer satisfaction, senior managers often fail to understand those customers’ expectations.

    Neil A. Morgan, professor and PetSmart Distinguished Chair of Marketing at Indiana University’s Kelley School of Business, and four co-authors of a recent journal article present a huge disconnect between managers and customers in terms of understanding what drives customer satisfaction and loyalty.

    The researchers used data from 70,000 American Customer Satisfaction Index surveys and compared it with responses to the same questions posed to 1,068 marketing managers and those in customer-facing roles at the American Customer Satisfaction Index-measured companies, predominately Fortune 500 firms.

    Their results show that managers in a wide cross-section of industries often overestimate their customers’ satisfaction. This leads them to rely on unrealistic expectations when making marketing decisions and allocating resources to address marketplace issues.

    “Clearly there’s been a communication breakdown,” Morgan said. “Either the messages aren’t being disseminated, or they aren’t being understood within organizations. Otherwise, managers would have a better understanding of both the level and drivers of dissatisfaction among customers.

    “That means that there are customer satisfaction problems that are not being solved, because managers don’t know or don’t believe that they exist,” he added. “Even if they did, they try fixing the wrong things.”

    The paper, “Do Managers Know What Their Customers Think and Why,” appears in the Journal of the Academy of Marketing Science.

    Most of the large consumer-focused firms in the study sample have customer-satisfaction monitoring and feedback systems in place and invest heavily in them. Morgan believes that managers aren’t being exposed to the customer feedback data or they aren’t understanding it accurately.

    “These overly optimistic managers are likely to miss trouble signs when they appear,” the researchers wrote. “This is compounded by managers significantly underestimating the proportion of customers who have complained about the firm’s products or services in the recent past.

    Inaccurate understanding of what drives customers’ perceptions of products and services hampers a company’s ability to react to an issue. Even when managers recognize a need to improve customers’ perceptions, they may fail to do so in a way that leads to the desired outcomes.

    For example, the survey results indicate that managers are more likely to underinvest in raising customer quality perceptions as a way to enhance customer satisfaction.

    “Our findings may also provide an explanation for overemphasis on cost-cutting and efficiency observed in firms’ strategies relative to that on quality improvements or achieving differentiation,” the study said. “Where managers overestimate their own customer perception of the firm’s performance, cutbacks that undermine the quality of service, for example, may seem less dangerous than they really are.”

    “There seems to be a belief in lots of companies — and it’s kind of an urban myth — that most people who are unhappy won’t complain,” Morgan added. “Therefore, the complaints that you get are not representative of the level of satisfaction that exists among general customers. This data suggests that they shouldn’t be treating complaints as something different. They should be used as part of an overall customer feedback system.”

    Customer satisfaction is a significant factor on the bottom line, and previous studies have found that customer complaints impact stock returns.

    “For managers, the results of our study should serve as a wake-up call that all is not well with most firms’ customer satisfaction and complaint monitoring systems,” the researchers wrote. “Despite often being the single biggest line-item of most firms’ market research expenditures, existing customer feedback systems are not performing an effective management control role.”


  9. Study shows how weather impacts response to mobile ads

    August 10, 2017 by Ashley

    From the Institute for Operations Research and the Management Sciences press release:

    Among the many factors that impact digital marketing and online advertising strategy, a new study in the INFORMS journal Marketing Science provides insight to a growing trend among firms and big brands … weather-based advertising. According to the study, certain weather conditions are more amenable for consumer responses to mobile marketing efforts, while the tone of your ad content can either help or hurt such response depending on the current local weather.

    As mobile users may have already noticed, many major brands — including Burberry, Ace Hardware, Taco Bell, Delta Airlines, and Farmers Insurance — are currently leveraging weather-based promotions. Indeed, more than 200 others have partnered with the Weather Channel Company for targeted advertising and promotions.

    The study, “Sunny, Rainy, and Cloudy with a Chance of Mobile Promotion Effectiveness,” was conducted by Chenxi Li of Beihang University, Xueming Luo of Temple University, Cheng Zhang of Fudan University, and Xiaoyi Wang of Zhejiang University. The authors examined field experiment datasets with mobile platforms (SMS and APP) on two digital products (video-streaming and e-book reading) on over six million mobile users in 344 cities across China. They simultaneously tracked weather conditions at both daily and hourly rates across these cities, with a focus on sunny, cloudy and rainy weather.

    The authors found that overall, consumer response to mobile promotions was 1.2 times higher and occurred 73 percent faster in sunny weather than in cloudy weather. However, during raining conditions, that response was .9 times lower and 59 percent slower than during cloudy weather. Better-than-yesterday weather and better-than-forecast weather engender more purchase responses. A good deviation from the expected rainy or cloudy weather with relatively rare events of sunshine significantly boosts purchase responses to mobile promotions. In addition, compared with a neutral tone, the negative tone of prevention ad content hurts the initial promotion boost induced by sunshine, but improves the initial promotion drop induced by rainfall. The authors also ruled out the possibility that the results could arise purely because of different mobile usage behaviors during different weather conditions. Their results also took into account the effects of individual locations, temperature, humidity, visibility, air pressure, dew point, wind, and time of day.

    “Obviously, although brand managers cannot control the mother-nature weather, our findings are non-trivial because they suggest that brands can leverage the relevant, local weather information in mobile promotions. Firms should use the prevention-tone ad copy on rainy days and the simple neutral-tone ad copy on sunny days to attain greater bang for the buck,” said Li.

    “Given that consumers nowadays are inundated with and annoyed by irrelevant ads on their personal mobile devices and small screens, for marketers, these findings imply new opportunities of customer data analytics for more effective weather-based mobile targeting,” Luo added.


  10. Study suggests marketing strategies for offline retailers

    August 8, 2017 by Ashley

    From the Journal of Retailing at New York University press release:

    For retailers, the era of the online marketplace brings previously unimaginable opportunity and risk: on one hand, the universe of customers has expanded exponentially, and with it the amount of information available on individuals’ buying patterns. The risk so far has fallen disproportionately on retailers who lack on online presence, as the e-commerce share of US retail nearly doubled in the past five years. New research to be published in the September 2017 issue of the Journal of Retailing shows that savvy offline retailers can use data gleaned from online retail to boost their own sales.

    In “Product Touch and Consumers’ Online and Offline Buying: The Role of Mental Representation,” Wumei Liu, of Lanzhou University’s School of Management, Rajeev Batra of the Ross School of Business at University of Michigan, and Haizhong Wang of Sun Yat-Sen University’s School of Business showed that the effect of being able to touch a product on consumers’ purchase intention and willingness to pay for a product depends on the individual’s mindset: that is, does this person think concretely or abstractly? For concrete thinkers, product touch is important; for abstract thinkers, not so much. The offline retailer who can mine the wealth of consumer research data available through the internet to pinpoint these concrete thinkers, the authors suggest, can target them with appropriate marketing strategies.

    The authors designed three studies to determine how people’s mental representations of the products they are evaluating for purchase affects their purchase decisions. Some individuals, they surmised, have a tendency and ability to think abstractly while others respond more to concrete stimuli, and the latter would value more the opportunity to physically examine a product before buying it. One study, for example, primed participants to think abstractly in one condition and concretely in another. In each condition, they were then asked to decide about buying a mug that was placed in a transparent plastic box; some participants could handle the mug while others could not. When concrete representation was primed, participants’ willingness to buy the mug increased when they could touch it, but when abstract representation was primed, the effect of touch was insignificant. A second study confirmed this effect and showed it was mediated by perceived ownership and perceived risk simultaneously. A third study with a nationally representative sample was able to replicate the results of the first two studies.

    The implications for offline retailers, the authors write, suggest that they should try to identify consumers who value touch and that this information is easily available through syndicated psychographic data on consumers. With such segmentation, for example, retailers could offer free trials to these consumers. But online retailers can also benefit, by promoting an abstract mindset, such as consumers’ passion and love for life, in their marketing and merchandising.