When companies try to sell their products or services, whether it is B2C marketing or B2B marketing, they try to change the other party’s preferences, to make the other like their product or service more. The idea is that if potential customers like your product more, they will also buy your product.
Our research shows that increased preference for a product translates into greater sale of that product in Western cultures, like the U.S., but preferences do not necessarily translate into sales in Asian cultures, like India. For example, one study showed that preferences predicted sales 84% of time for Americans but they predicted sales only 62% of the time for Indians.
How can you make Asians buy your product? Instead of trying to change their preferences while marketing your product, tell people what they should choose. Instead of saying “Look, our camera is awesome,” say “Choose our camera over our competitors because it is awesome.” A very subtle shift in the framing of your advertisements and marketing campaigns can make a big difference in Asia.