The stickiness factor

Typically, this refers to how 'glued' we are to a medium such as a TV channel or a web site, but in this context it refers to attachment to the characteristics and attributes of a product or a brand. Gladwell stresses the importance of testing and market research to make the product effective. Marsden suggests that there are key cross-category attributes which are key drivers for product success and he commends the work of Morris and Martin (2000) which summarises these attributes as:

• Excellence: perceived as best of breed

• Uniqueness: clear one-of-a-kind differentiation

• Aesthetics: perceived aesthetic appeal

• Association: generates positive associations

• Engagement: fosters emotional involvement

• Expressive value: visible sign of user values

• Functional value: addresses functional needs

• Nostalgic value: evokes sentimental linkages

• Personification: has character, personality

• Cost: perceived value for money.

Incidentally, you can see that this list is also a useful prompt about the ideal characteristics of a web site or online service.

Was this article helpful?

0 0
Online Survey Champion

Online Survey Champion

There are people all over the world trying to find ways to make money online. From stay at home moms looking to make a few extra dollars to college students and entrepreneurs, the allure of making your own hours and working from home or from the local coffee shop is very appealing.

Get My Free Ebook

Post a comment