Shopping mindsets


Selling Blue Elephants mentions 3 types of mindsets of consumers.

  1. The imaginer: “Describe the situation, the ambience to me, and paint me a romantic picture. I am not so interested in the food.”
  2. The elaborate: “Describe the product by painting a word picture, and these people will love the product. These people are really into the food.”
  3. The classic: “Just give them the traditional product. They are about a quarter of the participants. They are ok with the basic idea of cheesecake.”

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