Mystery Gifts and the Psychology of It
Psych 🧠- 262/300
Reader,
There is an ongoing concept of ‘Mystery’ products & as much as they build up the anticipation, the results are often surprising (in both good or bad manner).
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What is it?
This research explores the impact of mystery products on sparking conversations among consumers.
Mystery products create interest by encouraging people to think together about possible solutions to the product's uncertainty.
The study conducted seven experiments involving over 2,800 participants, confirming that mystery products increase the desire for conversation and stimulate joint speculation.
These effects are diminished for closed-minded individuals who are less open to considering various perspectives.
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What do I need to know?
This research provides insights for marketers and paves the way for future investigations in this area.
1. Mystery Products and Conversation: The study introduces the concept of mystery products, which are items with uncertain aspects, and their impact on driving consumer conversations. It reveals that such products can enhance the desire for conversation among consumers.
2. Joint Speculation: The research emphasizes the importance of joint speculation, a process where people think together about possible solutions to the uncertainties associated with mystery products. This motivates conversations among consumers.
3. Practical Implications and Future Research: The study offers insights for businesses, suggesting that they can use mystery to encourage conversations about their products, especially for items that do not naturally receive much word of mouth.
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Sources:
https://myscp.onlinelibrary.wiley.com/doi/abs/10.1002/jcpy.1388