heartharmony.com.au

We have all heard about comfort food – that lovely sugary and starchy food people eat when they are flat.

Well a study in America from 4 universities has found what we have long suspected – when people are sad they buy more and spend more when they shop. Merely watching a sad video made people pay 4 times for for an insulated water bottle than the control group who watched a nature video.

The lesson is if you are sad (and want to save your money), do something else other than shop.

From a business perspective I wouldn’t suggest running videos of kittens being hurt on the way into your store, but stocking a premium product that will help people feel better if they are having a bad day may be a good investment.

I can see coffee shops stocking “bad day buster” hot chocolates, soft mohair jumpers “because you deserve some softness in your life” and  packaging your services in a way to help business owners deal with feelings of defeat. You can also look at touching that demographic in your words if your product matches that need (think of McDonald’s old slogan “You deserve a break today” and you get the idea).

Until next time

Ingrid Cliff

We put your business into words

Heart Harmony – Copywriters