How Experiences Sell Products (Lucy Blackwell)
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Transcript of How Experiences Sell Products (Lucy Blackwell)
PART 1: FEELINGS
By paying attention to the users emotional experience we can understand better the motivations driving users’ decisions.
You are more beautiful than you think
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“Strong social connections… are essential ingredients to psychological well-being. Experiences, much more than material possessions, tend to encourage these types of social connections.”
FROM A STUDY CONDUCTED AT CORNELL UNIVERSITY TITLED ‘THE RELATIVE RELATIVITY OF MATERIAL AND EXPERIENTIAL PURCHASES.’
PART 2: SHARING
Experiences encourage social activity, which people like to share with others, so users end up selling your product for you.
“A satisfying experience, often becomes even more positive over time as it is embellished in memory.”
FROM A STUDY CONDUCTED AT CORNELL UNIVERSITY TITLED ‘THE RELATIVE RELATIVITY OF MATERIAL AND EXPERIENTIAL PURCHASES.’
FROM ‘THE HIDDEN COST OF VALUE-SEEKING: PEOPLE DO NOT ACCURATELY FORECAST THE ECONOMIC BENEFITS OF EXPERIENTIAL PURCHASES’
“Survey subjects rated life experiences as making them happier and as a better use of money than buying objects… But they actually spent their cash on material goods, whose value is more easily quantifiable.”
http://www.nationaltheatre.org.uk/shows/the-drowned-man-a-hollywood-fable
PART 4: VALUE
Customised mementos will make an experience feel more unique and valuable to the user.
FEELINGS
Paying attention to the users emotional experience can help understand how they feel about themselves and the motivations driving their decisions.
SHARING
Experiences encourages people to engage socially, gets shared on their networks, and spreads the word about the product.
MEMORIES
Surprises can make an experience more memorable, and memorable experiences get better with age.
VALUE
Physical, custom mementos can enrich an experience and make it feel more valuable.