February 4, 2017

What’s the ROI on a latte?

Are you up for a pricing experiment?

Great!

For the next 48 hours or so, run a little process in the back of your head that notices what goes through your mind as you make actual purchases.  

• Do you make a rational ROI evaluation prior to purchasing? Or do you rationalise the purchase after you’ve made the decision to buy?
• Do you think about some types of purchases more than others? Which ones? Why?
• Once you’ve made a purchase, are you happy with the decision or disappointed? When do you know? Do you bother to calculate an ROI? If so, how?
• If you are disappointed with a purchase, what recourse do you have? Under what circumstances would you opt to exercise a recourse option?

NOTE: This is not a thought experiment. Don’t answer these questions in the abstract. Consider them as you go through your day ACTUALLY buying stuff.

Please report back with any interesting observations when you’re done 😀

Yours, 

—J

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