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Absolute Value - What Really Influences Customers in the Age of (Nearly) Perfect Information by Emanuel Rosen, Itamar Simonson

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9

THE INFLUENCE MIX

WE DOUBT THAT many readers of this book frequently visit certain fan pages on Facebook, such as those dedicated to paper towel brands like Bounty or Brawny. So if you’ve ever wondered what’s happening on those pages when you’re not looking, here’s a quick snapshot from a random week in the winter of 2012. On the Bounty page, the moderator asked fans: “Have an endless to do list? If only Bounty could wipe away some chores. What do you want to wipe away this week?” Nineteen people had something to say about that. At the Brawny Towels page, a different question was presented: “Eat a Red Apple Day is tomorrow. Name one of the messiest recipes that calls for apples!” Thirty-four people responded (applesauce seemed to be the winner). ...

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