Marketing genius at its best. The ideal: key into currently formed habits and present a slight variation of activity. The goal: get more converts (I mean. . eh, customers).
The Case: Starbucks Happy Hour
Starbucks does well in selling experience, a fact the general public has picked up on. They also sell community, and that’s what is really in those $5.00 lattes. So Saint Ar BUCKS, takes an American custom, “Happy Hour,” and exploits (oh, I mean, uses) it to run a promotion.
The weather is getting a little warmer, and I wouldn’t mind a cool, sweet, treat to tackle my taste buds. Hooked? Maybe. Duped? Probably not.
In the study, “When Does Culture Matter? Effects of Personal Knowledge on the Correction of Culture-Based Judgments” by Jennifer L. Aaker, General Atlantic Professor of Marketing at the Stanford Graduate School of Business & Donnel L. Briley, Associate Professor of Marketing at the University of Sydney.
Marketing messages that catch us on the fly play to our cultural positioning. But when we make more thorough analytical decisions about purchasing decisions, our cultural bias is one of many factors we consider.