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Man 1: The research that we are doing was on why costumers might be attracted, to a product, eventhough the product that they are getting is not as good to them as to somebody else.
Man 2: There are many products that marketers are selling, that have this quality that costumers cannot really tell quality by direct inspection. Just think about all the things you buy were you have hard time in the store telling what is high and low quality.
Big products like wine or some financial services products for example; a medical care, etc, all those with things where you really cannot tell quality by direct inspection.
But if you think there is some other group of people that are out there, who can tell quality when they see it, then, a marketer who promoted to those that expect group would actually wined up attracting the business of a non-experts.
Man 1: We had undergraduate students at Duke. We have Masters Students at Duke take part on these experiments and we would ask them to choose between two products say,
In one case, it was two drills were one drill had a promotion that appeal to them. One drill; a promotion that did not appeal to them, and in each case, we found that we could get these purchasements to choose the product with a promotion that they did not like if they had no idea about the quality of the product. But if they had an idea about the quality of product, then they chose the product that was associated with the promotion that they preferred.
Man 2: So we find this that there is value in a promotion to a target group of experts that actually attracts the non-target, non-experts.
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