{"id":99859,"date":"2014-04-15T08:38:28","date_gmt":"2014-04-15T15:38:28","guid":{"rendered":"http:\/\/www.insightpool.com\/psychology-marketing-promise-deliver\/"},"modified":"2014-04-15T08:39:46","modified_gmt":"2014-04-15T15:39:46","slug":"psychology-of-marketing-under-promise-and-over-deliver","status":"publish","type":"post","link":"https:\/\/customerthink.com\/psychology-of-marketing-under-promise-and-over-deliver\/","title":{"rendered":"Psychology of Marketing: Under-Promise and Over-Deliver"},"content":{"rendered":"
As it turns out, consumers are pretty simple. If their purchase does what its sellers said it would do, they’re happy. If it doesn’t, they’re disappointed.<\/p>\n
This harkens back to the popular idea that happiness = reality – expectations.<\/em> \u00a0If reality exceeds what you had hoped for, you’re content even if other people think the outcome was bad. For instance, say you expected a 60 on a physics exam in college. Upon receiving a 70, you’re overjoyed (or at least satisfied) — despite it being still a C — because it’s better than you thought you would do. Happiness, then it would seem, is relative rather than absolute.<\/p>\n