Pleasure-seeking or pain-avoiding customer?

Posted on under Today's research

According to research published today there are two different sets of consumers of goods or services—the pleasure seekers and the pain avoiders. Both have different ways that they react to the same consumer experience (good or bad) and are different  in the way they will convey that pleasure or pain to others. The researchers show that people who come into contact with potential customers must be able to gauge which category they are liable to fall into and adjust their behavior accordingly.

Source: http://www.eurekalert.org/pub_releases/2012-05/uoa-csl050212.php