Consumers Value Fate in Marketing Narratives
CFO News Room
JANUARY 2, 2023
Research shows that consumers prefer products where an element of them was found unintentionally, for example necklace made from gold from a previous unknown mine. Why? Learning about the unintentional discovery of a resource makes consumers think more about how the resource might never have been discovered, heightening their appreciation for the resource by increasing perceptions that the discovery was fated.
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