Ownership is one of the most powerful psychological concepts in consumer marketing. Once a consumer “owns” a product, they become a zealous advocate and defender of their purchase decisions (listen to a MAC vs. Windows debate some time). Retail Designers go to great lengths to trigger this “Endowment Effect” in shoppers even before they buy.
So I thought Powell’s Books offer to create a digital photo of visitors in front of the landmark book retailer, with their own name on the marquee, is a brilliant way to make visitors feel like the own the brand. (more)