NPS Blog

Podcast: What Makes Customers Buy? It’s Not Always What You Think

Angela Lee of NorthwesternIn the US, we’re used to seeing sale signs that tout 40% discounts. However, consumers in China are more likely to see signs that promote the percentage a customer will have to pay after the price cut. This seemingly subtle shift speaks to the underlying motivations that inform a customer’s buying decisions, says Angela Lee, a consumer psychologist and marketing professor at Northwestern University’s Kellogg School of Management.

In the latest episode of the Net Promoter System Podcast, Angela discusses how culture and emotions influence brand loyalty and buying choices.

You can listen to the episode on iTunes or through the player below. Click here to view more episodes.

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