Article Excerpt...
In one experiment into the value of randomness, Ellevate showed three groups of consumers the same movie trailer. One group was told it was randomly selected from a set of 100 trailers. Another group was told the trailer came randomly selected from only 10 options. A third group was shown the trailer and told that a marketer had selected the trailer. Who reported more satisfaction? Consumers preferred the trailer when it was one of 100 choices vs one of ten. Lowest satisfaction? You guessed it, the one that was chosen by a marketer.
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In one experiment into the value of randomness, Ellevate showed three groups of consumers the same movie trailer. One group was told it was randomly selected from a set of 100 trailers. Another group was told the trailer came randomly selected from only 10 options. A third group was shown the trailer and told that a marketer had selected the trailer. Who reported more satisfaction? Consumers preferred the trailer when it was one of 100 choices vs one of ten. Lowest satisfaction? You guessed it, the one that was chosen by a marketer.
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