Episode 33 How Red Bull used the principle of relativity to shrink their can and grow their sales
In this episode, we examine the promotional prowess of Red Bull from marketing the
drink and facing challenges that came with it's unique and 'unwelcome' taste.
Episode Highlights
Expectation Assimilation
Setting expectations that effect the outcome. Saying something is healthy will make people lower their expectation of its taste, as they always expect a tradeoff.
Buckley Example
Canadian cough syrup brand Buckley's used their sour taste as a strength in marketing, using the logic that if it tastes bad and works, it has to be potent.
Price Relativity
Using relative price in the market to make your brand and offer seem much more.
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.
Buckleys Ads
Buckleys Ads
Buckleys Ads
Buckleys Ads
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
