Sample Essay

The third chapter entitled how hot buttons influence behavior describes      why people act in specific ways and explains how companies can use hot buttons to influence consumers to buy particular goods. The writer explains that hot button selling focuses on wants of consumers and what these consumers want to achieve rather than what they have now.  Chapter four of the book covers how companies and businesses can identify consumer hot buttons. The author explains several ways to search for consumer hot buttons in this chapter which may include analyzing previous trends, distributing questionnaires, interviewing consumers, providing samples and analyzing feedback from consumers (Feig, 2006).

The description and identification of hot buttons start from the fifth chapter and the first hot button identified by the author in this chapter is the desire for control. The author presents an idea that many people feel that they have lost control in their lives and want to regain this control.  Companies can manipulate this urge of control by offering products and services which promote satisfaction of this desire for control. These products can be offered with warranties, guarantees, timings and success rates.  The sixth chapter describes the second hot button which is entitles I’m better than you and deals with wants of reputation, esteem and status. This chapter involves consumer preferences regarding specific brands. People may prefer specific brands due their association with personality image, top quality and superiority. This preference on specific brands which are considered status symbols can be promoted by companies to fulfill consumer wants (Feig, 2006).

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