When we feel powerless, it can create a strong need to restore our autonomy.
, we find that customers who feel less powerful are more likely to seek out a wider variety of products, in a subconscious effort to restore their autonomy. For example, less-powerful buyers are more likely to opt for a variety pack of chocolates, while more-powerful buyers are more likely to go for a package with fewer different flavors.that customers who feel powerful would flaunt their power by buying as many different kinds of products as possible, just because they can.
However, we also found that boosting participants’ sense of autonomy ameliorated this effect. In one study, we presented participants with product slogans, some of which were neutral and some of which were designed to restore autonomy . In another, we offered some participants a product with customization options , and we presented others with a non-customizable product.
We also found that feeding a lower-power customer’s desire for variety can increase the chances that they will make a purchase. We ran two similar experiments in which we offered customers more or less variety , and we found that customers who felt more powerless were 20% more interested in making a purchase when they were presented with a higher-variety package.
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