woensdag 12 augustus 2009

how human nature can change consumption habits

The above commercial shows us a bias that can help producers and consumers change their habits to more eco friendly ways without less consumption.

It is called the Diderot effect

If you buy a bigger washingmachine, you of course need a better detergent to help with the bigger loads.

So if we want to change habits on a macro scale , look outside the category and see what social and cultural cohesion the item provides. Link to it and get the consumer to be consious of the link.

Want to sell more items as a retailer, well if you sell clothes, get your local hairsalon and shoeshop to have a sale to. New haircut leads to new manicure and pedicure leads to new shoes, new bag, new clothes, new person (well untill next season that is).

At the beginning I stated that it can be used to change habits to more eco friendly ways, but it can be, and has been, used for any number of goals. That depends on the intentions you have.

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