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19.5.14

When making it hard for customers is a good thing

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By Bri Williams

Can making life more difficult for your customers work to your advantage? In this world where keeping it simple is the mantra, is there an upside in doing the opposite?

So asked author and NYU Stern Associate Professor of Marketing Adam Alter in his presentation to Melbourne’s Wheeler Centre earlier this month, “When is Keeping it Simple, Stupid not the best approach?”

Alter put forward the case that bursts of “artificial complexity” can shake people out of their stupor.

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