Some ideas for tomorrow's presentation in class:
- Society is driven by social norms and market norms. Increasingly so, as we drive toward individuality and specialization we readily swap out social norms for market norms. However, sometimes social norms are more effective in creating desired behavior. Example, setting prices for a yoga class versus donation based yoga. More often, people will end up paying more than if you asked them for specified amount. The idea is that the social norms surrounding that market drives willingness to pay, whereas if you tell people a quantifiable amount there is a solid number upon which customers place and generate perceptions of entitlement or disentitlement.
- Pre-commitments are tools driven by both social and market norms that can be used to drive certain behavior and attitudes. Pre-committments influence how we act, think, and feel about certain products, services, and people.
- Regular service schedules for new cars are commitments that shape the perception of customers over the quality of a car. If they had to come in whenever one of several thousand parts needed maintenance, it would make the car seem like a lemon. However, by creating the commitment to 10K, 25K and 60K service schedules, the consumers think their car is a good purchase.
- Keep-the-change is a program installed by Bank of America that rounds off purchase to the nearest dollar and takes the "change" into another account which accumulates and is deposited into a savings account. This commitment targets behavior and customers don't think about it. Rather, it is a product that is just done and "done."
- Relief efforts for disasters are meant to affect consumer attitudes by appealing to their feelings about a cause. Consumers are meant to just feel its a worthy cause.
- Pre-commitments also serve as self-control mechanism. Technology is capable of allowing us to save automatically for goals that we set for ourselves (ex. Smartypig.com). Car systems are set so that if a teenager's car goes above a speed limit, the car can automatically be slow down, or a parent can be notified. These are examples of "commitments"
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