Summary of How People Think About Buying New Products
They first think about what they lose, not what they gain. Here is how to get them to switch to your new solution.
Let the “Shift Mountain Hypothesis” help your company convert more customers to your product or service.
What makes consumers switch to a new product or service? In this compelling article, app developer and consultant Dave Rothschild unpacks the behavioral science behind consumer decision making and offers practical help for marketers working to get consumers to let go of their current solutions and embrace new ones. Rothschild’s step-by-step explanations of the behavioral science behind the switch may proceed too slowly at times, but getAbstract recommends his techniques to marketers looking for impactful, science-backed marketing strategies.
In this summary, you will learn
- How consumers weigh risk and reward when considering switching to a new product or service,
- Why marketing strategies which focus solely on the rewards of a new solution underperform, and
- Why strategies which tackle customers’ perceived risk are more effective in getting them to switch to a new product or service.
About the Author
Dave Rothschild is an iOS app developer at Intel Corporation and is the CEO of three tech start-ups. He has served as an app developer and consultant for Apple, Netscape, AOL, Sun, HP and Motorola.
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