Consumer Emotions and Price Elasticity

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  • Assess your product/service in terms of price elasticity of demand:
    • Is it elastic or inelastic?
    • Support your answer with a clear rationale
  • Describe the consumer’s emotional experience when using your product/service:
    • What emotion does this product/service elicit from its users?
    • What recommendations do you have for evaluating and improving its emotional impact?
  • In the article The Last Mile, Soman argues leaders do not focus enough on where consumer decisions actually get made:
    • What does the customer experience look like?
    • What recommendations do you have for evaluating and improving the customer experience?

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