How your sense of fairness influences what you spend

This article outlines the implications of research that analysed the utility people get from a purchase, and how this translates into perceived value of a product.

How your sense of fairness influences what you spend

Rory SutherlandOgilvy

You are on a deserted beach on a hot day. You've been there a while and you are thirsty. A friend of yours has spotted a single place selling beer a few hundred yards in the distance. He explains that he's just off to fetch a bottle of beer for himself, and wonders if you would like one too. "Let me know how much you are willing to pay for a chilled bottle of, say, Heineken from that [beach-shack/luxury resort hotel] over there," he explains. "If the price...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands