Befriend your enemy | Nudge Newsletter 🧠
Praising a competitor won't harm your brand.After viewing a tweet where Kit Kat praised Twix: "Competitor or not, congrats on your 54 years in business! Even we can admit—Twix are delicious.” Participants were more inclined to purchase Kit Kat, while their preference for Twix remained steady. |
Commending competitors can elevate your brand's likability. Which is why I'll shout out my three favourite newsletters: Subscribe to them all—they're wonderful. Cheers, Phill |
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Barnum Effect Read online Why does the ad on the 𝐫𝐢𝐠𝐡𝐭 capture attention? Well, it might be down to the question.Rohini Ahluwalia and Robert Burnkrant's study¹ in 2004 tested two types of ads. Statement-based ads: "You haven't had a pear in a while."And... Question ads: "When was the last time you had a pear?" The researchers found that ads using questions are rated 14% 𝐦𝐨𝐫𝐞 𝐟𝐚𝐯𝐨𝐮𝐫𝐚𝐛𝐥𝐲 than statement-based ads. So, why not turn your statement into a question? I tested this myself in two...
The Country-of-Origin Effect Read online You’re thinking of buying a new pair of running shoes. Usually, you go with Nike. But this time, you’re considering Umbro (a lesser-known brand). Then you find out: Umbro makes their shoes in the UK. Nice. It's always good to find locally made brands. You’re willing to pay a decent price. But the next day, you hear Umbro are moving production to South Korea. Now, would you still pay the same? Probably not. That’s exactly what these researchers¹ found....
The Anchoring Effect Read online In the 1970s, Tversky and Kahneman¹ ran a simple experiment. They asked people: "What percentage of African countries are in the UN?" But before answering, participants had to spin a wheel with numbers from 0 to 100. The wheel was rigged to land on either 10 or 65. Then came the important question: "Is the actual percentage higher or lower than that number?" After that, participants gave their best estimate. Here’s what happened: People who saw 10 guessed 25%...