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Relationships News — ScienceDaily
Promoting love, relationships in marketing can punish sales
The prevalent marketing practice of highlighting relationships in advertising and promotions can have substantial negative consequences for sales and consumers’ willingness to indulge themselves, new research indicates. The results of the study surprisingly revealed that reminders of romantic relationships caused single consumers to choose fewer high-end personal care products than their coupled counterparts. But the implications reach beyond the romantic relationship. When single consumers were reminded of close platonic relationships, they indulged as much as coupled individuals because singles have that type of valued relationship.