The Customer Confidential Podcast
The true motivations behind a customer's buying decisions and brand loyalty are often more complicated than we realize. Consumer psychologist Angela Lee explains why.
In the US, we’re used to seeing sale signs that tout 40% discounts. However, consumers in China are more likely to see signs that promote the percentage a customer will have to pay after the price cut. This seemingly subtle shift speaks to the underlying motivations that inform a customer’s buying decisions, says Angela Lee, a consumer psychologist and marketing professor at Northwestern University’s Kellogg School of Management.
In the latest episode of the Net Promoter System Podcast, Angela discusses how culture and emotions influence brand loyalty and buying choices.
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