a single source, nothing corroborates it

Remove the small irritation at the point of service

Say the customer's name rather than the product's, show people where they are in the queue since not knowing annoys more than waiting does, and for a low-consideration purchase require no thought at all at the shelf. None of these change what you sell, and each removes a reason to feel worse about buying it.

The method

1. 01

   Use the customer's own name at the point of service rather than the product's name.

2. 02

   Show people where they are in the queue during any wait, since the not-knowing annoys them more than the delay does.

3. 03

   For a low-consideration purchase, require no thought from the shopper at the shelf.

What it returned

• Starbucks switched from announcing the drink to announcing the customer's name

• Uber's map did not shorten waits but made them less irritating

Sources

• This rebrand cost Tropicana $55MHarry Dry · Marketing Examples · undated
• Nine marketing examples that tap into cognitive biasesHarry Dry · Marketing Examples · Nine marketing examples that tap into cognitive biases · undated