By Drew Boyd | Thursday, August 6, 2015
While funny commercials are memorable, not all consumers appreciate them. It depends on the viewer’s Need for Humor (NFH), a personality trait identified by consumer behavior researchers.
What is a Need for Humor? It’s a person’s tendency to enjoy, engage in, or seek out amusement, wit, and nonsense.
For marketers, NFH can be an important factor in deciding how to target your marketing message. Used incorrectly, humor in marketing may turn off customers and erode brand loyalty. No joke.
By Drew Boyd | Monday, July 13, 2015
Consumers face so many choices every day that they must rely on different shopping styles to process them all. I call these the Four Styles of Brand Loyalty.
Which style they use depends on two things: how involved they want to be and how much information they’re willing to process about the purchase.
As marketers, it’s important to recognize when your customers rely on which style so you can adjust your promotional strategy accordingly. Otherwise, you risk losing the customer—without ever knowing why.
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