A Fix for Skeptical Consumers


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Consumers with positive outlooks often give minimal attention or consideration to negative product information (such as product risks). Thus, the goal of product promoters is to keep the “positive outlook” customers in a positive mental state – somewhat easy. Conversely, consumers who possess a “negative outlook” do pay attention to negative or harmful product information.

To influence negatively thinking customers to purchase products with harmful warning labels and information, product promoters should groom (through exceptional advertisements) negative minded consumers. Such grooming should transcend such consumers into a positive state of thinking and feeling. As such, these consumers will view the producers as creditable and trustworthy.

So what is consumer grooming? Grooming is a marketing strategy that is often explained in terms of information prepping. Thus, a consumer’s prior exposure to a product’s negative material and information contributes to increased assumptions that the product may have harmful effects. However, effectively grooming consumers with positive product images and information tends to decrease their emotional DNA and linkage to potentially harmful products.

Dr. Johnny D. Magwood
Northeast Utilities Service Company
V.P. Customer Experience & Chief Customer Officer; Northeast Utilities Service Company. J. D. Power Smart Grid Advisory Council; Chairman- Housing Authority Baltimore City; Next Generation Utilities Advisory Board; Utility Knowledge Customer Service Council; CS Advisory Council; Magistrate Judge Seletion Committee. Marketing Executive Council; Mechanical Engineer - The Johns Hopkins University; MBA - Loyola University of Maryland; DBA - University of Phoenix; Doctoral dissertation; Mergers and Acquisition: The Role of Corporate Executives' Relationships with Stakeholders


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