‘Cheap and available’ sell services like Zipcar
It may seem counterintuitive, but sharing services like Zipcar may not want to talk about their popularity in ads.
“Consumers know if companies are advertising that everyone is using their services, there may not be a product available for them when they want to use it,” says Cait Poynor Lamberton, an assistant professor of business administration at the University of Pittsburgh.
“There is a fine line between saying something is popular and not letting consumers feel as though they are losing access.”
Full story at Futurity.
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