Monthly Archives: March 2021

Context Conditional promotions are a widespread practice among firms. They consist in granting consumers who buy several products together a discount. Conditional promotions may be formulated in several manners. For instance, in the case of a promotion that is conditional on the purchase of two items, two framings exist:– “buy two items, get 20% offContinue reading “How to formulate conditional promotion propositions”

Context In the 1990s, curvaceous women were stigmatized by comparison with thin supermodels, whereas curves were considered a sign of fertility in Ancient Greece. The very same attribute can be either viewed positively or negatively depending on the context. When the attribute is viewed negatively in a given context because it deviates from what othersContinue reading “How stigmas shape consumption”

Context Pay-what-you-want has developed in several sectors such as the music industry, restaurants or museums. As its name suggests, this practice consists in letting buyers fix the price of their purchase. Even though pay-what-you-want may come out as an opportunity for consumers to pay nothing and freeride, it seems to be quite successful in the contextsContinue reading “Are women more generous than men?”

Context Today, consumers show more and more concern for a healthy way of eating, which encompasses a myriad of meanings: from fat/gluten/sugar-free to organic/sustainable food. The food industry tries to adapt to this trend by proposing healthy alternatives to existing products, which explains why diet sodas or fat-free cheese seem to flourish everywhere. The ideaContinue reading “Compare and contrast”