What’s the ROI on a latte?
Sent by Jonathan Stark on February 4th, 2017
Are you up for a pricing experiment?
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 😀