“Predictably Irrational” by Dan Ariely

“Predictably Irrational” by Dan Ariely – If you have ever wondered how consumers make decisions this is a must read.  There are several examples–Starbucks, Coke, Duke basketball tickets, healthcare–all focus in on decision drivers that will turn your world upside down.

I fell into that category. Consumer relationships and treatment is top-of-mind. His observation; “You can’t treat your consumers like family then treat them impersonally.” McDonald’s is a case in point. They have thousands of relationship programs. So much the better–as long we don’t go into their stores or drive-thru’s. The consumer becomes  a commodity. In the drive-thru’s it even worse.  I realize that speed and accuracy are the most important attributes in the drive-thru channel. That fights against the relationship idea. There are several ways to demonstrate that they care about their customers.  I am sure they would dispute this–it is easy to dismiss out of hand.  That doesn’t surprise me.

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