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The Psychology Of Selling Online

posted on 10 September 2008 | posted in Ideas


open quoteIn another chapter entitled "The Effect of Expectations", Ariely asks why the mind gets what it expects, and not necessarily the reality of a situation.

For example, Ariely conducts an experiment whereby researchers offer students a free cup of coffee, along with some rather unusual condiments, such as cloves, nutmeg, orange peel, anise and sweet paprika. Not the sort of thing you'd likely put in your cup of coffee! The students were asked to rate the taste of the coffee, and specify the maximum price they were prepared to pay for a brew.

From time to time, the researchers made one subtle change. They placed the condiments in a range of containers, from rough styrofoam cups, through to beautiful glass-and-metal containers. The condiments were never actually used, however the mere appearance of the serving bowls had a curious effect. When the condiments were placed in luxury containers, the coffee drinkers were more likely to say they liked the coffee, and whats-more, they were prepared to pay a lot more for it.

If people thought the coffee was upmarket, they convinced themselves the coffee was upmarket. The reality was that the coffee never changed. The coffee was of the same quality throughout the experiment.
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