In his book To Sell Is Human: The Surprising Truth About Moving Others, Daniel Pink discussed a variety of framing effects that can influence our purchasing decisions, including a 2012 marketing study on whether a negative could ever be a positive. In one experiment, information about a pair of hiking boots was presented to participants as if they were shopping for them online.
“To half the group,” Pink explained, “researchers listed all the great things about the boots—orthopedic soles, waterproof material, a five-year warranty, and more. To the other half, they included the same list of positives, but followed it with a negative—these boots, unfortunately, came in only two colors. Remarkably, in many cases the people who’d gotten that small dose of negative information were more likely to purchase the boots than those who’d received exclusively positive information.”
Register or login for access to this item and much more
All Information Management content is archived after seven days.
Community members receive:
- All recent and archived articles
- Conference offers and updates
- A full menu of enewsletter options
- Web seminars, white papers, ebooks
Already have an account? Log In
Don't have an account? Register for Free Unlimited Access