Page 34 - Exam-1st-2023-Jun
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[ ] boosts sales. Brian Wansink,
Professor of Marketing at Cornell University,
investigated the effectiveness of this tactic in 1998. He
persuaded three supermarkets in Sioux City, Iowa,
to offer Campbell’s soup at a small discount: 79 cents
rather than 89 cents. The discounted soup was sold in
one of three conditions: a control, where there was
no limit on the volume of purchases, or two tests,
where customers were limited to either four or
twelve cans. In the unlimited condition shoppers
bought 3.3 cans on average, whereas in the scarce
condition, when there was a limit, they bought 5.3 on
average. This suggests scarcity encourages sales.
The findings are particularly strong because the test
took place in a supermarket with genuine shoppers.
It didn’t rely on claimed data, nor was it held in a
laboratory where consumers might behave
differently.
* tactic: 전략
