Consumers are more likely to pursue a special offer if they think the deal is intended for a large audience versus personalized just for them
Consumers love a deal, and even more so if it’s customized just for them, right? Not so fast, says Itamar Simonson, a marketing professor at Stanford Graduate School of Business. Simonson has found that rather than being enticed by them, consumers are skeptical of those personalized offers that flood their inboxes. His research, “Beating the Market: The Allure of Unintended Value,” was published in December 2013 in the Journal of Marketing Research.
This piece originally appeared in Stanford Business Insights from Stanford Graduate School of Business. To receive business ideas and insights from Stanford GSB click here: (To sign up: https://www.gsb.stanford.edu/insights/about/emails)