Skip to Navigation

Amitava Chattopadhyay


Amitava Chattopadhyay
Emerging Market Multinationals - Amitava Chattopadhyay


Research: A busy mindset can be a marketing tool

CMO

Framing products around virtuousness can help businesses market to those with a busy mindset, according to new research.

Global business school, Insead, recently found the mere perception of yourself as a busy person, or what they call a busy mindset, is a ‘badge of honour’ that can be used to promote better self-control, and marketers can leverage this with ‘virtuous’ offerings requiring this self-control.

When Busy Is Less Indulging: Impact of a Busy Mindset on Self-Control Behaviours, was created by Amitava Chattopadhyay, professor of marketing at Insead, and co-authors, Monica Wadhwa, associate professor of marketing and supply chain management at Fox School of Business at Temple University, and Jeehye Christine Kim, assistant professor of marketing at HKUST. The report shows there can be a flip side to being busy. While people who feel under significant time pressure tend to get anxious and make hedonic decisions, those who simply think of themselves as busy tend to make virtuous choices as a result of their perceived self-importance.

“It is common for marketers to use busy-ness as a campaign concept, as many consumers can relate to it. However, if the advertised product is an indulgent one – such as fast food – the campaign could backfire,” Chattopadhyay said. “Busy-ness appeals should be more effective for products that require people to assert self-control, as would be the case for a gym chain, for example.

“What we show is that feeling busy helps when the offering is virtuous. For many products, this is a matter of framing. If an oatmeal cookie is framed as rich in fibre, then it is seen as virtuous. However, framed as being delicious, it is seen as indulgent. So framing it right is important.”


Coverage at CMO

Read On


  Oct 27, 2018 | In the Media




THEMES

 
 
 
 
 
 
 
 
 
 
 

SHARE




PREV


NEXT


Thoughts?

 


Recent Tweets



Fri, 06 Sep @ 04:40 pm

So sad. Pluralism is dead! "Analysis: A moment of reckoning for Indian Americans" https://t.co/2RvdqaoKh9

via Twitter for Android
Fri, 06 Sep @ 05:19 am

This is the problem. Lunatic conservatives twist things that make total sense for political gain, though it's damag… https://t.co/j2rsMuCsQ4

via Twitter for Android
Tue, 03 Sep @ 02:02 pm

Likely lying. Notice he's learnt to comb his hair, finally. Maybe he thinks it makes him look more trustworthy. https://t.co/HFAfypAMCf

via Twitter for Android
Sun, 01 Sep @ 01:22 am

RT @PeoplesMomentum: When we stand together, we are always stronger. ✊🏽✊🏾✊🏻 https://t.co/xmYf53ruqQ

via Twitter for Android
Sun, 01 Sep @ 01:18 am

RT @golfmangosierra: We're duplicating trumpland here. Its nasty and horrifying. Three short years from 2016. Thanks Cameron. https://t.co/…

via Twitter for Android
Sat, 24 Aug @ 05:35 pm

So lame. Own up. -Prince Andrew: I did not suspect Epstein's behaviour"https://t.co/db5W3CcFAu

via Twitter for Android

  Close About Papers Cases Books Teaching Musings Media Gallery Ask Amitava