substance over stuff

2013-05-06 22 notes

9 notes

2013-05-03 13 notes

The problem, economists and marketing experts say, is that consumers are conditioned to wait for deals and sales, partly because they do not have a good sense of how much an item should be worth to them and need cues to figure that out.

Just having a generically fair or low price, as J.C. Penney did, said Alexander Chernev, a marketing professor at the Kellogg School of Management at Northwestern University, assumes that consumers have some context for how much items should cost. But they don’t.

— For Penney, a Tough Lesson in Shopper Psychology - NYTimes.com

Source: The New York Times