Stuff you missed during w/c 25th September 2023

1. It’s better not to be too creative (divergent) when presenting brand new products

2. Presenting an inferior alternative creates a ‘dominance effect’ by increasing preference for the superior product

3. Consumers like adverts that show both happiness and sadness

4. Brands with an activist reputation are more credible than emergent activist brands

5. Consumers are willing to pay more when recommended by influencers and previous customers

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