They're not using peanut butter and a bell to change our behavior as consumers, but the latest Visa commercials sure have behavior modification in mind.


The messaging in the most recent Visa commercials is about as subtle as being hit over the head with a baseball bat; use your check card or you slow down progress. The message: Woe is you if you try to use a check in a retail establishment! We've got a combination of fear and good old guilt at work here telling consumers that all things productive halt when you whip out your check-book.
Is this good for consumers?
Probably, in a world of convenience and efficiency management, there's some merit to moving to the card system. I'm just not sure who wins more; consumers getting zippy service at check-out or Visa, who's earning fees with every zip of that card. Zip-zip, what would Pavlov do?

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Visa .... Pavlov Would Be Proud!

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ABOUT THE AUTHOR

image of Jeanne Bliss
Jeanne Bliss began her career at Lands’ End where she reported to founder Gary Comer and the company’s executive committee, ensuring that in the formative years of the organization, the company stayed focused on its core principles of customer and employee focus. She was the first leader of the Lands’ End Customer Experience. In addition to Lands’ End, she has served Allstate, Microsoft, Coldwell Banker Corporation and Mazda Corporations as its executive leading customer focus and customer experience. Jeanne has helped achieve 95% retention rates across 50,000 person organizations, harnessing businesses to work across their silos to deliver a united and deliberate experience customers (and employees) want to repeat. Jeanne now runs CustomerBliss (https://www.customerbliss.com), an international consulting business where she coaches executive leadership teams and customer leadership executives on how to put customer profitability at the center of their business, by getting past lip service; to operationally relevant, operationally executable plans and processes. Her clients include Johnson & Johnson, TD Ameritrade, St. Jude’s Children’s Hospitals, Bombardier Aircraft and many others. Her two best-selling books are Chief Customer Officer: Getting Past Lip Service to Passionate Action and I Love You More than My Dog: Five Decisions that Drive Extreme Customer Loyalty in Good Times and Bad. Her blog is https://www.ccocoach.com She is Co-founder of the Customer Experience Professionals Association. www.cxpa.org