Weber’s Law states that consumers are more interested in the relative differences between competing products than they are in the characteristics of one product alone.
To employ Weber’s Law, a digital marketer can use several effective tactics, including:
- Price comparisons (Brand X is $100 cheaper than…)
- Side-by-side product comparisons (Brand X has 4x as many zipeprs and compartments as…)
- Consumer testing (8 out of 10 consumers chose Brand X over …)
- Increase in effectiveness (Brand X now makes your clothes 5x whiter…)