IDEA #98
Why you should offer surgery with a free lollipop
When it’s hard to evaluate different services, consumers focus on unique features.
What you need to know
How do consumers choose between different service providers? According to researchers from the University of International Business and Economics, University of Queensland and Kellogg School of Management, the role of ‘uncertainty’ in evaluation is critical. Some services can be evaluated during actual experience – buying a product such as a car, for instance. These services have low degrees of ‘uncertainty’ compared to surgical services, for example, where it is not (feasibly) ...
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