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BK Blog Post
Posted by Peter Boatwright.
Peter Boatwright is associate professor of marketing at Carnegie Mellon University's Tepper School of Business.
As the shopping holiday season approaches, many have been focusing on product prices, with buzz about high profile retailer promotions that are taking place earlier than ever, long before Black Friday. And then there are some products that customers seek to buy, pre-ordering if necessary, and without regards to a discount or “good deal”.
Many retailers, analysts, and others are forecasting this year’s must-have products, products such as iPhone4, iPad, Droid Smartphones, and Kinect that will sell briskly at retailers. When there are many outstanding technology marvels available in the marketplace, why is it that only certain products engage shoppers so well?
The products that truly captivate the marketplace are those that go beyond pure technological capabilities, providing feelings that light up customers. The iPhone, iPad, Droid phones, and Kinect are so successful not just because they have advanced technology that enables leading-edge and useful functionality, but also because they empower users and make them feel great, adding fun to their routine and excitement as they explore new experiences.
Boatwright and Cagan appeared on WTAE-TV to talk comment on why emotion is an OK way to buy products…as long as it comes from the product: