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How People Think About Buying New Products
Article

How People Think About Buying New Products

They first think about what they lose, not what they gain. Here is how to get them to switch to your new solution.

JTBD, 2015

自动生成的音频
自动生成的音频

Editorial Rating

7

Qualities

  • Applicable
  • For Beginners

Recommendation

What makes consumers switch to a new product or service? In this compelling article, app developer and consultant Dave Rothschild unpacks the behavioral science behind consumer decision making and offers practical help for marketers working to get consumers to let go of their current solutions and embrace new ones. Rothschild’s step-by-step explanations of the behavioral science behind the switch may proceed too slowly at times, but getAbstract recommends his techniques to marketers looking for impactful, science-backed marketing strategies. 

Take-Aways

  • When consumers initially face the option of a new product or service, most prefer sticking with the status quo.
  • Getting a customer to switch solutions to a given problem requires attending to the emotional dimension of their decision making.
  • Marketing strategies which focus solely on the pluses of a new product or service underperform because they fail to address how consumers weigh risk and reward.

About the Author

Dave Rothschild is an iOS app developer at Intel Corporation and is the CEO of three tech start-ups. He has served as an app developer and consultant for Apple, Netscape, AOL, Sun, HP and Motorola. 


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