Ariely includes some interesting speculation about the amazing growth of Starbucks (notwithstanding its current woes). One would expect that coffee is a well-anchored product. Coffee drinkers are frequent consumers, and pricing at outlets like Dunkin Donuts, McDonalds, and convenience stores have been mostly similar. In its early years, how did Starbucks manage to thrive despite having prices that must have seemed at odds with the expectations of most consumers?
First, Starbucks did its best to disassociate itself from existing price anchors by redefining the product. The stores offered a different ambiance, they were permeated by an intense coffee aroma, the food items offered in glass display cases were high-end pastry items, and so on. Even the products themselves were distinct from other coffee vendors: the sizes weren’t small, medium, and large, but rather tall, grande, and venti. You weren’t buying a cup of coffee, you were buying a Caffe Misto or a Frappucino. All of this served to weaken the tie to anchor pricing formed at other shops.
Second, according to Ariely, repeated visits to Starbucks served to establish a NEW anchor price for high-end coffee products. Each purchase of $4 coffee strengthened that new anchor point.
Taí um raciocínio interessante.
Nesse mesmo texto tem outra descoberta do Ariely que faz troça da nossa racionalidade:
Here’s where anchor prices get weird – and “weird” isn’t a word we throw out lightly here at Neuromarketing. Up to this point, there was a perfectly logical framework underpinning the brain’s anchoring process. But research conducted by Ariely showed that getting subjects to think of a random number – in this case, the last two digits of their social security number – impacted the price they were willing to pay for various items. A higher random number led to higher prices.
Below is just one data set from Ariely’s experiment – prices that subjects would pay for a cordless keyboard:
SS Number – Price
00-19 – $16.09
20-39 – $26.82
40-59 – $29.27
60-79 – $34.55
80-99 – $55.64
E a humanidade ainda insiste em se levar a sério.