As I predicted, the dating application Tindr is really taking off. A UCL expert comes up with a lot of psychosocietal reasons as to why, but my explanation is simpler and (IMHO) better.
It’s the same reason almost everyone owns a car: It takes something people REALLY want to do (i.e., dating; getting places), and reduces the biggest barriers that get in their way (i.e., fear of rejection after publicly declaring an interest; weather, time, and effort). That’s a magic recipe right there.
Here are of adjacent shelves of perfumes / colognes at Boots. Hidden in plain sight: The key to how people buy them.
Can you spot it?
On the left there is: “The Key” by Justin Bieber, “Justin Bieber’s girlfriend”,”Our Moment” by One Direction, “Nude” and “Reb’l Fleur” by Rhianna, “Eden”, and “Amor Amor: Forbidden Kiss” (all for about £20-30).
The one on the right launches alphabetically off with DKNY and Diesel (about £40-50).
So one section is aimed at teens and tweens, the other is aimed at grown ups. But what’s the big difference between how they are SOLD?
(answer below the spoiler break) Continue reading