Sublime

According to research from the University of Illinois at Urbana-Champaign, descriptive menu labels raised sales by 27 per cent in restaurants, compared to food items without descriptors.

when faced with a choice between a brand they know and one they do not know, buyers prefer the known brand (Hoyer and Brown 1990; Macdonald and Sharp 2000).

Ask yourself: Why do category buyers build up networks of attributes and brands in their memories?

Humans will often consider required choice to be a nuisance or worse, and would much prefer to have a good default.

After making a payment, the customers want to “earn it back” and visit the studio on a regular basis. The frequency of visits starts to decline, though, the further the most recent payment recedes into the past. By encouraging monthly payment s, the studio restores the customers’ incentive to get their money’s worth back. With monthly payments, the

Baseline category competencies

as

Patterns for buyer groups