Embracing Change

Creating familiarity with if-thens

We often recoil from the new and unknown, but how can we use exposure to reduce risk aversion?

We often recoil from the new and unknown. However, by just being in its presence makes us warm up to it. Companies launching new products can benefit greatly from this.

If-Thens have been successfully used to increase consumer’s direct experience with a new product, an increased liking for it and higher purchasing intention (Kardes, Cronley, and Posavac 2005).

For instance, in a pizza restaurant, IF a customer orders the bread and dips as a starter, THEN add the new dip to this selection for them to try.

Through repeated exposure, If-Thens change a person's attitudes towards a product by increasing familiarity and lowering risk, freeing them to focus on its best aspects (i.e., persuasion by our own actions; Higgins & Rholes, 1979; Janis 1968).

How can you reduce the reluctance of trying a new product with if-thens? Where are the consistent behavioural 'IF' patterns in your experiences that you can use to bolt on and de-risk new, unfamiliar 'THEN' ideas.

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