With the advent of pop psychology, authors such as Vance Packard and Wilson Bryan Keymade people realize that there is plenty of stuff going on beneath the surface in advertising and marketing. Whenever big bucks are involved, you can be sure that science, in one form or another, will be brought to bear.
Earlier this year, the Brazilian TAM airlines came up with an ingenious way to improve passenger engagement levels with its inflight magazine. It had discovered that people on its flights spent less than 3% of their time in the air flicking through the magazine and less than 11% could even remember what they’d read.
As consumers become more knowledgeable about what other consumers are experiencing, the demands for excellent customer service increase. The vast majority of consumers say they will walk out of a store if they receive inadequate assistance from employees. Nowhere is this more impactful than in the luxury market.
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