Friday, February 8, 2008

Sad Customers Spend:

Roger Dooley shares new research in his post:

“Most merchants would include “happy customers” as a key part of their mission. Oddly, new research shows that sad customers are likely to spend more money when shopping. Merely watching a sad video clip caused subjects to pay nearly four times as much for a water bottle than subjects who watched an emotionally neutral clip…

this research suggests comfort food is a part of a broader phenomenon in which individuals reward themselves when feeling down. “Comfort shopping” is apparently part of that same group of behaviors.”

Sad customers spend more money, interesting. The goal is still to make the customers happy. The goal is to create an exceptional experience that they will tell their friends about. It is nice that sad customers spend as long as your restaurant is not making them sad.