Missing a trick - why consumers won't thank you for giving them 50% extra for free

This event report discusses product packaging and says marketers should understand that consumer perceptions of promotions based on price and content volume are often wrong.

Missing a trick – why consumers won't thank you for giving them 50% extra for free

Jo Bowman

Consumers are so poor at judging how much of a product is in a package that they often buy more or less than they really want, misunderstand deals and are confused by anything that mentions percentages.

Speaking at the Omnishopper 2015 conference, held in Paris in November 2015, academic Pierre Chandon said shoppers rarely look at pack weights and are so bad at guessing size and making visual comparisons that it's possible to shrink pack sizes significantly without anyone noticing. And, he...

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