Be Still, My Heart

What’s a product without passion? If you love it, you’ll buy it. At least, that’s what marketers would have us believe. The agency Jack Morton Worldwide says retailers should envelop shoppers in a “360-degree experience” that thrills the senses and speeds up their hearts. Apparently these operatic emotions are most easily triggered in face-to-face encounters. A recent Jack Morton survey reports that 83% of men and 82% of women find the presence of an on-site representative highly influential in deciding whether to buy a product. The next best thing is the ability to experience the “experience” with friends and family. About half of all men and women cite information about competing products and brands as influencing their purchases. Actually, going solo isn’t so bad either: 49% of men and 48% of women like to experience their shopping thrills alone.

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