Thrift Shopping: Combining Utilitarian Thrift And Hedonic Treat Benefits



Thrift Shopping: Combining Utilitarian Thrift And Hedonic Treat Benefits


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With the Personalized Bridesmaids Frame you have the perfect place to keep a picture of the beautiful bridal party! The bridesmaids worked quite hard to take part in that special day, so they deserve something to let them know how much they are appreciated, like this personalized frame. A personalized bridesmaids gift is always a great idea, and this one is both beautiful and personal! Made of Alderwood. Availability: The Personalized Wooden Frame ships in 2-3 weeks.


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Northeastern University, College of Business Administration, 202 Hayden Hall, 360 Huntington Ave., Boston, MA 02115, USA. Fleura Bardhi is an assistant professor in the marketing group at the College of Business Administration, Northeastern University, Boston, USA. Her research interests fall in three domains: identity processes during life transitions, consumer relationships and consumer experiences. She has conducted research in the areas of commercial betrayal, thrift shopping and anchoring of identity in life transitions. Eric J. Arnould is E. J. Faulkner College Professor of Agribusiness & Marketing and CBA Agribusiness Program Interim Director at the University of Nebraska‐Lincoln, Lincoln, USA. His recent research investigates consumer rituals, household consumption behaviour, postmodern motivation, magical consumption, service relationships, West African marketing channels and the uses of qualitative data. He is Associate Editor of the Journal of Consumer Research. Northeastern University, College of Business Administration, 202 Hayden Hall, 360 Huntington Ave., Boston, MA 02115, USA. Fleura Bardhi is an assistant professor in the marketing group at the College of Business Administration, Northeastern University, Boston, USA. Her research interests fall in three domains: identity processes during life transitions, consumer relationships and consumer experiences. She has conducted research in the areas of commercial betrayal, thrift shopping and anchoring of identity in life transitions. Eric J. Arnould is E. J. Faulkner College Professor of Agribusiness & Marketing and CBA Agribusiness Program Interim Director at the University of Nebraska‐Lincoln, Lincoln, USA. His recent research investigates consumer rituals, household consumption behaviour, postmodern motivation, magical consumption, service relationships, West African marketing channels and the uses of qualitative data. He is Associate Editor of the Journal of Consumer Research.


A similar scene played out in dozens of other smelly homes. The reason Febreze wasn’t selling, the marketers realized, was that people couldn’t detect most of the bad smells in their lives. If you live with nine cats, you become desensitized to their scents. If you smoke cigarettes, eventually you don’t smell smoke anymore. Even the strongest odors fade with constant exposure. That’s why Febreze was a failure. The product’s cue — the bad smells that were supposed to trigger daily use — was hidden from the people who needed it the most. And Febreze’s reward (an odorless home) was meaningless to someone who couldn’t smell offensive scents in the first place. P.& G. employed a Harvard Business School professor to analyze Febreze’s ad campaigns. They collected hours of footage of people cleaning their homes and watched tape after tape, looking for clues that might help them connect Febreze to people’s daily habits.


When that didn’t reveal anything, they went into the field and conducted more interviews. A breakthrough came when they visited a woman in a suburb near Scottsdale, Ariz., who was in her 40s with four children. Her house was clean, though not compulsively tidy, and didn’t appear to have any odor problems; there were no pets or smokers. To the surprise of everyone, she loved Febreze. “I use it every day,” she said. “What smells are you trying to get rid of? ” a researcher asked. “I don’t really use it for specific smells,” the woman said. The researchers followed her around as she tidied the house. In the bedroom, she made her bed, tightened the sheet’s corners, then sprayed the comforter with Febreze. In the living room, she vacuumed, picked up the children’s shoes, straightened the coffee table, then sprayed Febreze on the freshly cleaned carpet. “It’s nice, you know?


” she said. “Spraying feels like a little minicelebration when I’m done with a room.” At the rate she was going, the team estimated, she would empty a bottle of Febreze every two weeks. When they got back to P.& G.’s headquarters, the researchers watched their videotapes again. Now they knew what to look for and saw their mistake in scene after scene. Cleaning has its own habit loops that already exist. In one video, when a woman walked into a dirty room (cue), she started sweeping and picking up toys (routine), then she examined the room and smiled when she was done (reward). In another, a woman scowled at her unmade bed (cue), proceeded to straighten the blankets and comforter (routine) and then sighed as she ran her hands over the freshly plumped pillows (reward). P.& G. had been trying to create a whole new habit with Febreze, but what they really needed to do was piggyback on habit loops that were already in place.


The marketers needed to position Febreze as something that came at the end of the cleaning ritual, the reward, rather than as a whole new cleaning routine. More perfume was added to the Febreze formula, so that instead of merely neutralizing odors, the spray had its own distinct scent. Television commercials were filmed of women, having finished their cleaning routine, using Febreze to spritz freshly made beds and just-laundered clothing. Each ad was designed to appeal to the habit loop: when you see a freshly cleaned room (cue), pull out Febreze (routine) and enjoy a smell that says you’ve done a great job (reward). When you finish making a bed (cue), spritz Febreze (routine) and breathe a sweet, contented sigh (reward). Febreze, the ads implied, was a pleasant treat, not a reminder that your home stinks. And so Febreze, a product originally conceived as a revolutionary way to destroy odors, became an air freshener used once things are already clean.



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