Social Science of Consumers

To its credit, this video draws on actual peer reviewed science that explores how people’s perception of big numbers influences their ideas about what makes a “bargain.” The issue is that the argument made is that perception of numbers is “hard-wired” into human brains. There is no such definitive evidence that numbers is biologically driven. Social science research actually shows that people’s spending habits are actually shaped by culture. While people are sometimes deceived by seemingly big discounts, the reality is that this comes down to education and engagement with marketing strategies. Treating consumers like simple dupes who will fall for marketing gimmicks is a bad strategy, particularly in social media. People are ever-wary of companies who try to pull cheap stunts. A better social marketing model is to simply offer high quality content and engage with the interests of your followers.

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