Every marketer knows that people want more good things — good products, experiences, and ideas — and fewer bad ones. What they may not realize, however, is something that research psychologists have known (and kept mostly to themselves) for over two decades: there are two fundamentally different kinds of good. Tailor your message to match the kind of “good” you are selling, and you can increase consumer trust, message believability, engagement, and perceived value. Mismatch, and your message falls flat. So, what kinds of “good” do people want?
Use Motivational Fit to Market Products and Ideas
Every marketer knows that people want more good things — good products, experiences, and ideas — and fewer bad ones. What they may not realize, however, is something that research psychologists have known (and kept mostly to themselves) for over two decades: there are two fundamentally different kinds of good. Tailor your message to match […]
December 22, 2011
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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.
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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.