Bruce D. Sanders, PhD
@rimtailing.bsky.social
Proven persuasion tips from a consumer psychology researcher
For today’s RIMtailing blog post, “Fill with Fullness Food Marketing to Low-SES,” go to rimtailing.blogspot.com/2025/12/fill...
Fill with Fullness Food Marketing to Low-SES
An enduring public-policy challenge has been how to increase the attractiveness of healthy foods to low socioeconomic-status consumers. Why ...
rimtailing.blogspot.com
December 15, 2025 at 7:26 PM
For today’s RIMtailing blog post, “Fill with Fullness Food Marketing to Low-SES,” go to rimtailing.blogspot.com/2025/12/fill...
WSJ Technology Columnist Christopher Mims says to enhance consumer acceptance of AI decision making by describing the AI’s reasoning. Research says to go beyond this to tell consumers ways for them to get more favorable AI-generated decisions. rimtailing.blogspot.com/2025/01/expl...
Explain Algorithms to Affected Individuals
Convincing a consumer to accept an AI-based unfavorable decision about them requires establishing trust in the algorithm by describing why t...
rimtailing.blogspot.com
December 14, 2025 at 6:33 PM
WSJ Technology Columnist Christopher Mims says to enhance consumer acceptance of AI decision making by describing the AI’s reasoning. Research says to go beyond this to tell consumers ways for them to get more favorable AI-generated decisions. rimtailing.blogspot.com/2025/01/expl...
Publication next month of Stewart Brand’s “Maintenance of Everything: Part One” will combine with consumers’ money worries to goose interest in repairing over discarding broken items. Start now to empower your female target audiences to fix it up. rimtailing.blogspot.com/2015/03/powe...
Power Tools to Empower Women
If your store carries tools, such as supplies and implements, women could use for Do-It-Yourself (DIY) home projects, build the empowermen...
rimtailing.blogspot.com
December 13, 2025 at 1:51 AM
Publication next month of Stewart Brand’s “Maintenance of Everything: Part One” will combine with consumers’ money worries to goose interest in repairing over discarding broken items. Start now to empower your female target audiences to fix it up. rimtailing.blogspot.com/2015/03/powe...
For today’s RIMtailing blog post, “Index Political Independents as Uninterested,” go to rimtailing.blogspot.com/2025/12/inde...
Index Political Independents as Uninterested
For a long time now, American politicians have been debating about the extent of cheating in elections. The compelling evidence is that actu...
rimtailing.blogspot.com
December 8, 2025 at 6:28 PM
For today’s RIMtailing blog post, “Index Political Independents as Uninterested,” go to rimtailing.blogspot.com/2025/12/inde...
Drops in Supercuts visits & climbs in Madison Reed home hair color sales may presage a general turn toward do-it-yourself in order to free funds for holiday gifts. Increase your market share among cash-strapped DIY by offering opportunities for artistry. rimtailing.blogspot.com/2013/04/ask-...
Ask “Whither Art Thou Helping?”
Why did the Lutheran minister like to build brick walls for his family of parishioners? I’m sure that, lurking somewhere, there’s an u...
rimtailing.blogspot.com
December 6, 2025 at 6:29 PM
Drops in Supercuts visits & climbs in Madison Reed home hair color sales may presage a general turn toward do-it-yourself in order to free funds for holiday gifts. Increase your market share among cash-strapped DIY by offering opportunities for artistry. rimtailing.blogspot.com/2013/04/ask-...
Estée Lauder is successfully arousing in chatbot shoppers the Jo Malone London fragrance experience. It’s an example of synesthesia—also useful in producing sensations of touching a product via words and sweet/sour tastes via music. rimtailing.blogspot.com/2013/08/use-...
Use Synesthesia to Reinforce Store Image
Synesthesia is the cross-sensory phenomenon where certain sounds produce in the shopper’s brain perceptions of colors, each sound bringi...
rimtailing.blogspot.com
December 5, 2025 at 4:37 PM
Estée Lauder is successfully arousing in chatbot shoppers the Jo Malone London fragrance experience. It’s an example of synesthesia—also useful in producing sensations of touching a product via words and sweet/sour tastes via music. rimtailing.blogspot.com/2013/08/use-...
Broadridge’s latest CX and Communications Consumer Insights report concludes customer dissatisfaction is the highest in the survey’s history. A top shopper complaint is transaction complexity. But simplify smartly, marketers. rimtailing.blogspot.com/2012/12/look...
Look Simple, But Offer Complexity
In general, we all want to simplify choices. Consumers like to take mental shortcuts. Retailers attract shoppers by advertising a good a...
rimtailing.blogspot.com
December 4, 2025 at 7:21 PM
Broadridge’s latest CX and Communications Consumer Insights report concludes customer dissatisfaction is the highest in the survey’s history. A top shopper complaint is transaction complexity. But simplify smartly, marketers. rimtailing.blogspot.com/2012/12/look...
WSJ reporter Hannah Miao, who covers China’s currently highly-competitive economy, advises marketers to tailor to distinctive cultural characteristics. I add how consumer research shows an emphasis on saving face is much greater than in Western markets. rimtailing.blogspot.com/2012/08/face...
Face Your Fate About Service Delays
Consumers who associate with Asian cultures react to service delays differently than do those associating with a typical American culture,...
rimtailing.blogspot.com
December 3, 2025 at 6:05 PM
WSJ reporter Hannah Miao, who covers China’s currently highly-competitive economy, advises marketers to tailor to distinctive cultural characteristics. I add how consumer research shows an emphasis on saving face is much greater than in Western markets. rimtailing.blogspot.com/2012/08/face...
According to management consultants Bain & Company, a shining exception to the drop in luxury-item sales has recently been for high-end jewelry. This looks to me like a sign for all retailers to distinguish connoisseurs from show-offs. rimtailing.blogspot.com/2011/03/dist...
Distinguish Show-Offs from Connoisseurs
“If you want me to buy merchandise from you, show me an item or two I can show off to others.” “Or merchandise that lets me show off grand...
rimtailing.blogspot.com
December 2, 2025 at 7:10 PM
According to management consultants Bain & Company, a shining exception to the drop in luxury-item sales has recently been for high-end jewelry. This looks to me like a sign for all retailers to distinguish connoisseurs from show-offs. rimtailing.blogspot.com/2011/03/dist...
For today’s RIMtailing blog post, “Limit Limitations of Limited Editions,” go to rimtailing.blogspot.com/2025/12/limi...
December 1, 2025 at 6:14 PM
For today’s RIMtailing blog post, “Limit Limitations of Limited Editions,” go to rimtailing.blogspot.com/2025/12/limi...
It appears that MIT graduate student Aidan Toner-Rodgers fabricated his supposedly groundbreaking study of AI’s economic effects. A good reminder to stay sufficiently skeptical of consumer research conclusions, especially in novel or hot-topic areas. rimtailing.blogspot.com/2013/05/fake...
November 25, 2025 at 8:29 PM
It appears that MIT graduate student Aidan Toner-Rodgers fabricated his supposedly groundbreaking study of AI’s economic effects. A good reminder to stay sufficiently skeptical of consumer research conclusions, especially in novel or hot-topic areas. rimtailing.blogspot.com/2013/05/fake...
For today’s RIMtailing blog post, “Vend Health with Proper Item Placement,” go to rimtailing.blogspot.com/2025/11/vend...
Vend Health with Proper Item Placement
When looking at store shelves, shoppers are more likely to select healthy rather than unhealthy food alternatives if the healthy items are p...
rimtailing.blogspot.com
November 24, 2025 at 7:02 PM
For today’s RIMtailing blog post, “Vend Health with Proper Item Placement,” go to rimtailing.blogspot.com/2025/11/vend...
This weekend’s WSJ says movies targeted to kids are so profitable for theatres because the young ones need to bring an adult ticket purchaser along. You can find ways to attract customer companions. Best to emphasize the pleasure of the visiting. rimtailing.blogspot.com/2022/05/simp...
Simplify Blending Buying with Visiting
“My sister can be annoying when we shop together, but she does provide candid opinions on the clothing I’m interested in. She is less annoyi...
rimtailing.blogspot.com
November 23, 2025 at 8:05 PM
This weekend’s WSJ says movies targeted to kids are so profitable for theatres because the young ones need to bring an adult ticket purchaser along. You can find ways to attract customer companions. Best to emphasize the pleasure of the visiting. rimtailing.blogspot.com/2022/05/simp...
Polly Bennett, who designed actor Austin Butler’s swagger for “Elvis”, tells NYT how getting the movement right helps sell the audience. That’s sure true for merchandise: Rotate the item or the item’s image. rimtailing.blogspot.com/2015/02/turn...
Turn It Around for the Sale
Having an undecided customer hold a pleasure-oriented product makes the customer much more likely to complete the purchase . Not only ...
rimtailing.blogspot.com
November 22, 2025 at 10:03 PM
Polly Bennett, who designed actor Austin Butler’s swagger for “Elvis”, tells NYT how getting the movement right helps sell the audience. That’s sure true for merchandise: Rotate the item or the item’s image. rimtailing.blogspot.com/2015/02/turn...
“One Hand Clapping,” published just last month, details how the human brain finds joy in exploration for its own sake. This explains why shoppers prefer item characteristics they discover for themselves over those initially presented by a salesperson. rimtailing.blogspot.com/2016/10/worm...
Worm Your Way into WOM with Self-Discovery
Show your shoppers a gift box being slowly opened, and their evaluations of what’s inside the box will be more positive than if you just s...
rimtailing.blogspot.com
November 19, 2025 at 9:35 PM
“One Hand Clapping,” published just last month, details how the human brain finds joy in exploration for its own sake. This explains why shoppers prefer item characteristics they discover for themselves over those initially presented by a salesperson. rimtailing.blogspot.com/2016/10/worm...
For today’s RIMtailing blog post, “Fill Coffers Using Retributive Philanthropy,” go to rimtailing.blogspot.com/2025/11/fill...
November 17, 2025 at 7:06 PM
For today’s RIMtailing blog post, “Fill Coffers Using Retributive Philanthropy,” go to rimtailing.blogspot.com/2025/11/fill...
Multigenerational trips are now more popular than in the past. In designing experiences to meet this demand, remember parents & grandparents often place the children's preferences over their own because the adults get enjoyment watching the kids enjoy. rimtailing.blogspot.com/2019/12/disc...
Discern Motivations for Joint Consumption
In purchasing merchandise or experiences to be shared with others, characteristics of the buyer, the other consumers, and the item all cou...
rimtailing.blogspot.com
November 12, 2025 at 4:36 PM
Multigenerational trips are now more popular than in the past. In designing experiences to meet this demand, remember parents & grandparents often place the children's preferences over their own because the adults get enjoyment watching the kids enjoy. rimtailing.blogspot.com/2019/12/disc...
For today’s RIMtailing blog post, “Consider Consumer Confidentiality Concerns,” go to rimtailing.blogspot.com/2025/11/cons...
Consider Consumer Confidentiality Concerns
People are happier with items which are personalized. Personalization goes beyond customization in that personalization takes into account d...
rimtailing.blogspot.com
November 10, 2025 at 6:20 PM
For today’s RIMtailing blog post, “Consider Consumer Confidentiality Concerns,” go to rimtailing.blogspot.com/2025/11/cons...
“In God’s Image,” which is being well-received in book circles, provides a good background on why arguments about corrupting the sanctity of the body—on topics ranging from blood plasma sales to prostitution—work well with political conservatives. rimtailing.blogspot.com/2023/03/embo...
Embody Right-Left in Body Selling
We’d all be aghast at news of somebody selling their kidney because they need the money to feed their family. Donating a kidney charitably i...
rimtailing.blogspot.com
November 8, 2025 at 5:52 PM
“In God’s Image,” which is being well-received in book circles, provides a good background on why arguments about corrupting the sanctity of the body—on topics ranging from blood plasma sales to prostitution—work well with political conservatives. rimtailing.blogspot.com/2023/03/embo...
Avoid assuming that in tight money times, shoppers avoid indulgences. McDonald’s is currently doing well testing crafted soda sales. Feature treats which encourage socializing & keep prices modest. rimtailing.blogspot.com/2020/07/cry-...
Cry Out to Shoppers in Economic Crisis
When a financial crisis pounds a developed economy, such as after a pandemic, successful marketers will recognize how consumers’ habits an...
rimtailing.blogspot.com
November 6, 2025 at 8:18 PM
Avoid assuming that in tight money times, shoppers avoid indulgences. McDonald’s is currently doing well testing crafted soda sales. Feature treats which encourage socializing & keep prices modest. rimtailing.blogspot.com/2020/07/cry-...
For today’s RIMtailing blog post, “Lay Off Latinx with Latinos,” go to rimtailing.blogspot.com/2025/11/lay-...
Lay Off Latinx with Latinos
What do Latinos think of “Latinx”? That’s the term devised as a gender-neutral way to refer to people with Latin American roots. The term ha...
rimtailing.blogspot.com
November 3, 2025 at 5:43 PM
For today’s RIMtailing blog post, “Lay Off Latinx with Latinos,” go to rimtailing.blogspot.com/2025/11/lay-...
The legacy of recently deceased Rossi Ralenkotter credibly contradicts advice not to mix awe & ambiguity. Mr. Ralenkotter designed Las Vegas’s “What Happens Here, Stays Here” slogan to be ambiguously suggestive, while aiming to awe prospective visitors. rimtailing.blogspot.com/2024/08/awe-...
Awe Shoppers, Then Avoid Ambiguity
Awe can advantage marketers, according to a team of researchers at Utah Valley University, Regis University, and Washington State University...
rimtailing.blogspot.com
November 1, 2025 at 8:16 PM
The legacy of recently deceased Rossi Ralenkotter credibly contradicts advice not to mix awe & ambiguity. Mr. Ralenkotter designed Las Vegas’s “What Happens Here, Stays Here” slogan to be ambiguously suggestive, while aiming to awe prospective visitors. rimtailing.blogspot.com/2024/08/awe-...
For the latest RIMtailing blog post, “Spin Away Service Failure Disappointment,” go to rimtailing.blogspot.com/2025/10/spin...
Spin Away Service Failure Disappointment
When a retailer fails to meet a customer’s service expectations, the customer is likely to feel disappointed or even betrayed. There are cir...
rimtailing.blogspot.com
November 1, 2025 at 8:53 AM
For the latest RIMtailing blog post, “Spin Away Service Failure Disappointment,” go to rimtailing.blogspot.com/2025/10/spin...
The frugality being increasingly practiced by U.S. consumers will likely last even when frugality is not necessary. To tempt the frugal to spend, feature slow fashion appeals to include local origins & item backstories. rimtailing.blogspot.com/2020/03/temp...
Tempt the Frugal to Spend
Frugal consumers derive pleasure from extending the lives of their current possessions rather than trading the possessions in for newer ve...
rimtailing.blogspot.com
October 30, 2025 at 5:19 PM
The frugality being increasingly practiced by U.S. consumers will likely last even when frugality is not necessary. To tempt the frugal to spend, feature slow fashion appeals to include local origins & item backstories. rimtailing.blogspot.com/2020/03/temp...
The operating principle of Ready-Fire-Aim is, “Give it a try and see what happens.” Past research found that worked best starting with small steps. But the AI-enabled ability to conduct massive numbers of simulations makes that restriction less important. rimtailing.blogspot.com/2012/04/fire...
Fire with Small Steps Before Aiming
Profitable retailers are action-oriented. They realize that in the fast-changing reality of retailing, those who stand still are sure to b...
rimtailing.blogspot.com
October 26, 2025 at 11:10 PM
The operating principle of Ready-Fire-Aim is, “Give it a try and see what happens.” Past research found that worked best starting with small steps. But the AI-enabled ability to conduct massive numbers of simulations makes that restriction less important. rimtailing.blogspot.com/2012/04/fire...