Price Dictates Believability

By John Malmo

http://stream.publicbroadcasting.net/production/mp3/wkno/local-wkno-839917.mp3

05-20-2009: Price Dictates Believability, by John Malmo

Memphis, TN – Research indicates that consumers believe a single-benefit product, say tooth brightening toothpaste, brightens better than the one that also fights cavities and bad breath. But if the price is higher for a multi-benefit product, we will believe that the individual benefits can be as effective as in a single-benefit product. To make a multi-benefit product believable, you may have to raise the price.

John Malmo is chairman emeritus of Archer/Malmo Advertising and an independent marketing consultant. To reach Mr. Malmo - or to buy a copy of his book When on the Mountain There is no Tiger, Monkey Is King - go to http://www.johnmalmo.com.