Bad Boys (and Girls) Behave Badly

Who cheats on their taxes? While the first answer that pops to mind might be “everyone,” about 15% of Americans admitted to doing so in an interesting study by DDB Worldwide Communications Group. (In a separate survey, 85% of Americans were found to be liars. Just kidding.) Single men made up 64% of the cheater [...]

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Five Ways to Sell in a Bad Economy

Some of my more popular posts over time have been those dealing with selling to two different customer groups: spendthrifts, who spend money freely, and tightwads, who don’t part with their money easily. (See Five Keys to Selling to Spendthrifts, Tightwads, Spendthrifts, and Everyone Else and Five Keys to Selling to Tightwads). It’s safe to [...]

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Five Keys to Selling to Spendthrifts

Neuroeconomics research suggests that roughly 15% of your consumers are “spendthrifts” – they have unusually low sensitivity to the pain of paying, i.e., the neural discomfort associated with parting with money. Selling to people who feel little or no buying pain should be easy, right? With reduced buying inhibition, a spendthrift is more likely to [...]

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Tightwads, Spendthrifts, and Everyone Else

Marketers love to segment their potential customers, and now there’s a new way to do it: spendthrifts, tightwads, and everyone else. Research at Carnegie Mellon University shows that 40% of consumers can be classified as either spendthrifts or tightwads, while 60% fall into a middle category without strong tendencies in either direction. Furthermore, this behavior [...]

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