Book-Marketing Tip of the Week - March 24, 2014

In an experiment that provided participants with an opportunity to buy a discounted coffee mug, those who were told they had been randomly selected to get the discount were 3 times more likely to want to buy than people who believed everyone got the discount. Researchers Jerry M. Burger and David F. Caldwell of Santa Clara U. say such "special" opportunities may be because people's self-esteem is tied to factors that distinguish them from the crowd.