Night
Boring old fossil
- Joined
- Nov 2, 2007
- Messages
- 4,755
- MBTI Type
- INTJ
- Enneagram
- 5/8
These days, you can't turn your head or you'll hear it on the radio, see it on tv, or read about it in the newspaper.
Statistics.
Numbers are easy to understand. Takes away a lot of the complexity in decision-making for the consumer -- and that's what companies want.
When people read that a generic cologne is chemically indistinguishable from its overpriced, name brand counterpart - so much so that '75%% of consumers can't tell the difference!' - they are banking that you'll want their cheaper product instead. Or that the $39.99 purse you see at a mid-tier clothier has '99%' similarity to the $500 Coach alternative, they anticipate that the comparative breakdown will drive home the point that it just doesn't make sense to buy high.
It's a one-two punch. Appeal to what you want by showing how much you save.