Episode 32 How Chipotle employs the pique effect to generate excitement
In this episode, we check out Chipotle's data driven marketing
campaign and the success that came with it.
Episode Highlights
Doppleganger Campaign
Chipotle executed a marketing campaign that notified its customers if someone placed the exact same order at the same minute, the customer would get a Doppleganger email. The campaign was widely succesful and drove a lot of excitement in social media.
The Pique Effect
Researcher Michael Santos conducted a study where he demonstrated the use of the Pique Effect in two experiments. In this experiment, people walking on a local wharf were approached by a panhandler who made a strange request of asking for spare change. Specifically, they asked for 17 cents versus just asking for any amount of change. Subjects in the strange conditions were almost 60% more likely to give money to the panhandler than those receiving a typical request just asking for money.
In group vs Out group
An in-group is a group to whom you, as a person, belong, and anyone else who is perceived as belonging to that group. In- group members have positive views of each other, and give each member preferential treatment. An out-group consists of anyone who does not belong to your group.
Resources & Useful Links
Want to dig deeper on the idea of social proof and the intention of actions gap? Here are some
additional resources that show how to make your brand more popular with consumers and the
importance of combining motivation with triggers to convert intention into action.
Keep Listening
Ep30 - Interview: Tali Sharot, author of The Optimism Bias, on how to create positive consumer expectations
How consumer behavior has the tendency to overestimate the likelihood of positive events and underestimate the likelihood of negative events
Ep31 - How Costco uses the sunk cost effect to drive repeat purchase
How consumer behavior can be decided by loyalty programes and the theory of sunken cost
