Friday, 20 January More Bears! If you have not read this book, you must! We looked at these four types of bears:
No wrong answers, just for fun, now choose one. Most likely, you just clicked the middle red button. Interesting, because Advertising and goldilocks of Advertising and goldilocks and experiments centered on how humans make choices indicate that people are way more likely to choose the middle option when presented with three choices, regardless of what is being offered.
This holds true — from the most popular options such as coffee cup size and magazine subscription pricing, to mundane things such as picking out socks, yes socks — people overwhelmingly choose the middle option offered.
A study lead by Dr. Paul Rodway of the University of Chester arranged identical pairs of socks in a line and asked people to choose their favourite. Even though the socks were all exactly the same, the majority of people chose the socks located in the middle.
The results were the same whether the socks were real physical socks, or photos of socks. The results were also the same, regardless of whether the socks where in a horizontal or vertical line. People mostly chose the middle option.
The fact that people prefer the middle option is also true for choosing which door to walk through in a big vestibule. If an architect designs the entrance of a large building to have three doorways, the majority of people will choose to walk through the middle door.
People also like to drive in the middle lane of a three-lane highway. There is even evidence that contestants on game shows based around voting people off the show, such as The Weakest Link, are more successful if they are standing in a central location.
This makes sense if you think of how, over centuries we have always located the most important person in the group in the centre.
The King, the Queen, the Judge, the bride and groom and even Jesus, all get the middle seat at the table. There are nearly endless examples of how people hold the middle or central option in a higher light.
The Centre Stage Effect is the term used to described humans tendency to show bias to a choice that is framed as the middle or central choice. Of course companies have caught on to this, and are using it to sell their products. One of the best examples is about sizes of coffee cups.
Most coffee shops will offer a variety of sizes. Most sizes offered are small, medium and large coffees. The most common coffee size sold? You guessed it — the medium.
We think the small is too small and the large is just too big, so we settle on the medium choice being just right. Even when you change the size of the coffee cups so the medium is now bigger or smaller than it was before, people will still overwhelmingly choose a medium coffee.
If it sits in the middle of two or more other options — it is the most popular choice. An increase in people buying larger coffees, not because they all of a sudden realized they needed more caffeine each day but because they instinctively ordered the middle size, which was now larger than ever.
Online subscription-based companies operate in a very similar way, often putting their most profitable subscription as the middle choice.
What is even more powerful is when the Centre Stage Effect is combined with the power of Social Proof. According to the Consumer Psychology Report, people are even more likely to choose the middle option when they are told it is the most popular option available.
The combination of a particular choice being both the middle option, and the most previously chosen option, is overwhelmingly powerful. Knowing that we know about the Centre Stage Effect, the interesting part is understanding why humans pick that middle option.
A lot of studies have been conducted proving humans do indeed show a bias to middle option but not many studies have ventured to find out why. We do know that in the Western world people evaluate choices from left to right. Perhaps like Goldilocks, we think the first option is too cheap, too small, too cold, too limited and we think the third option is too expensive, too big, too hot and too extensive — so we settle on the middle option being just right for us.
Three roads diverged in a yellow wood. And I, I chose the one that everyone else was going down. More reading and references:Strategic Marketing of Goldilocks Essay.
The Company Goldilocks traces its roots to the collaboration and complementary talents of the women, whose collective love for good food fueled what has been transformed into the global enterprise today - Strategic Marketing of Goldilocks Essay introduction. It is know for its delicious pastries and cakes.
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Goldilocks and the Three Bears storybook for kids. Once upon a time there were three bears who lived in a house in the forest.
Therewas a great big father. The Spirit of the West Radio Show with Hugh McLennan is a program that brings you true cowboy music, poetry, ranching new, and western humor.
Hugh is also a motivational speaker that does keynote addresses, and speeches as well as voice-overs. Oct 30, · Perhaps like Goldilocks, we think the first option is too cheap, too small, too cold, too limited and we think the third option is too expensive, too big, too hot and too extensive – so we settle on the middle option being just right for us.
Goldilocks pricing is a marketing strategy that, although not directly related to the Goldilocks principle, uses product differentiation to offer three versions of a product to corner different parts of the market: a high-end version, a middle version and a low-end version.