It's A Fact On Valentine's Day We Buy At The Last Minute Not For Romance But To Avoid A Fight!
At the time of writing this article there is a little over two weeks left to go until Valentine's Day, if you've got around to thinking about it the chances are that you've a number of options on the table. But let's fast-forward the camera and pretend that you've forgotten all about Valentine's Day and you've only realized it on the night of the 13th when someone mentioned it on your favourite chat show.
What are you going to do at this late hour?
According to three pieces of market research the buying motivation switches from a romantic wowing of your favourite, to doing enough to avoid a fight. We've all been there, I think.
Here's the gist of their research findings:
In one of the experiments the participants consider a trip to Europe (the experiment was conducted one month before the end of summer). Some were asked to consider a last-minute summer vacation, while others were asked to consider a vacation over the winter break, several months away.
Here's the gist of their research findings:
In one of the experiments the participants consider a trip to Europe (the experiment was conducted one month before the end of summer). Some were asked to consider a last-minute summer vacation, while others were asked to consider a vacation over the winter break, several months away.
And
...next the group were then presented with ads from a fictitious Web site, PriceAlerts.com.
Some ads were framed positively:
"Give yourself a memorable vacation!" and
"Get the best deal!"
Others were framed negatively:
"Don't get stuck at home!" and
"Don't get ripped off."
Consumers who were planning a last minute trip were willing to pay $178 more for a vacation, on average, when presented with a "negative" ad as opposed to a "positive" ad.
Conversely, those who were planning a trip that was still a ways off responded to the positive ads and were willing to pay $165 more for a promotion-framed vacation than a prevention-framed vacation.
Some ads were framed positively:
"Give yourself a memorable vacation!" and
"Get the best deal!"
Others were framed negatively:
"Don't get stuck at home!" and
"Don't get ripped off."
Consumers who were planning a last minute trip were willing to pay $178 more for a vacation, on average, when presented with a "negative" ad as opposed to a "positive" ad.
Conversely, those who were planning a trip that was still a ways off responded to the positive ads and were willing to pay $165 more for a promotion-framed vacation than a prevention-framed vacation.
What Does All Of This Mean For You And Me?
Well, faced with having to make an imminent purchase, consumers are confronted with the possibility that they may not fulfil their purchasing goal (a romantic Valentine's evening).
A product is then offered not to achieve something (romance) but to avoid something (fight). So when put under a time constraint, we the consumer are more motivated to purchase a product that helps achieve the minimal goal of preventing a negative outcome (a fight) than they are to purchase a product that helps achieve the maximal goal of promoting a positive outcome (romance).
It would seem then that the closer we are to the (gift giving) time we are more likely to purchase a product that is "not bad" rather than a product that is "good."
A product is then offered not to achieve something (romance) but to avoid something (fight). So when put under a time constraint, we the consumer are more motivated to purchase a product that helps achieve the minimal goal of preventing a negative outcome (a fight) than they are to purchase a product that helps achieve the maximal goal of promoting a positive outcome (romance).
It would seem then that the closer we are to the (gift giving) time we are more likely to purchase a product that is "not bad" rather than a product that is "good."
The Conclusion
The lesson of course is simple, think about that Valentine's Day Gift NOW. If it is Romance you are after then why not have a look at Ophra's Romance Expert's 500 Romantic Lovemaking Tips & Secrets. It's a present your partner won't forget
This report was brought to you courtesy of Worldwide Infomedia Services
What's Your Take On Valentine's Day?
Like this lens? Want to share your feedback, or just give a thumbs up? Be the first to submit a blurb!
