Imperative 2: Embrace the All-Encompassing Nature of Customers’ Irrationality

  • Colin Shaw
  • Ryan Hamilton


In an experiment conducted by researchers at Boston University, a group of people drove one of four different cars in a computer game. The cars all performed the same; the only difference was that one of the cars had a Red Bull logo on it. They found that people who drove the Red Bull cars drove faster, took more risks, and had more accidents than people driving the other cars. When interviewed after the game, people didn’t say they drove faster because of the logos – but clearly the logos had a subconscious effect.1


Pill Group Customer Experience Endowment Effect Compromise Effect Placebo Pill 
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Copyright information

© The Author(s) 2016

Authors and Affiliations

  • Colin Shaw
    • 1
  • Ryan Hamilton
    • 2
  1. 1.Beyond PhilosophyOrlandoUSA
  2. 2.Emory University’s Goizueta Business SchoolAtlantaUSA

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