#dissuasive-framing

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#consumer-behavior #advertising #targeted-marketing #marketing-strategy #advertising-experiments
fromFast Company
7 hours ago

How exclusionary ads can win over the right customers

Marketers spend billions trying to persuade consumers that a product is right for them. But our research shows that sometimes the most effective way to market something is to say that it isn't for them. In other words, effective marketing can mean discouraging the wrong customers rather than convincing everyone to buy. We call this "dissuasive framing." Instead of saying a product is perfect for everyone, a company is up front about who it might not be for.
Marketing
Marketing
fromFortune
6 days ago

When brands play hard to get: why you're drawn to products that neg you | Fortune

Explicitly discouraging customers unlikely to value a product (dissuasive framing) increases engagement and makes the product more appealing to the right customers.
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