Shaping Purchase Decisions

(Richard Millington) #1

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Think about how a community influences purchase decisions. It establishes and reinforces social norms within a peer group (e.g. ‘people like me drink coffee like this’). If those social norms involve you or your products, you win.

It shapes the environment to encourage the behavior (e.g. ‘I can find better information on home-roasting coffee beans here than on Google’ or ‘It’s easier to buy in bulk or through subscription here’). If the community makes the behavior easier, the behavior will happen more often.

It increases the perceived value of the product (e.g. ‘I didn’t know this coffee was organic or…

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