Businesses are constantly vying to capture the attention of potential customers. It’s not easy to do. People are inundated with different brands as they stroll through the streets, scan through their social media newsfeeds, and binge television. The average American is exposed to more than 4,000 ads every day.
How Customers Come to Think of a Product as an Extension of Themselves
Three ways to build psychological ownership.
September 17, 2018
Summary.
The average American is exposed to more than 4,000 ads every day. How can a brand cut through the noise? By encouraging a sense of psychological ownership among their customers. That’s when consumers feel so invested in a product that it becomes an extension of themselves. To make it happen, companies must give their customers more control of the product or service, encourage them to invest themselves in it, and provide them with intimate knowledge.
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New!
HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.