Put off by promotions? When prices keep changing, we can find it hard to compare the offers, writes marketing professor Utpal Dholakia in the Harvard Business Review. Research shows that frequent change can complicate any decision. It is easy to not only become distracted from an item’s qualities but become unable to tell if the offer is a good deal.
For Psychology Today, marketing professor Utpal Dholakia notes that product subscriptions are becoming more popular. They are one way of making buying decisions easy – by simplifying what’s on offer to a regular bundle of items or access for a certain time period. However, he warns that while such deals can be tempting, people may spend more than they otherwise would. “It might make sense to resist,” he writes.
The sharing economy needs a new name, according to US marketing consultant Olivier Blanchard. He argues in his blog that most companies involved are not actually sharing anything but renting, using newer technology to avoid long-standing rules and disrupt industries such as car hire or holiday accommodation. “Sharing” sounds nicer but it is just hype, he says.