Subscription boxes are all the rage these days. Subscribers pay a small fee and receive a box each month containing music, clothing, electronics, food — you name it! A teenager named Juliette signed up for a subscription makeup box, telling her mother, “It won’t cost you much at all. I’ll just send back any items that I don’t want; you only pay for the items you keep!” Explain why Juliette is likely to buy more makeup from the subscription service than she would if she just shopped in a store. Describe, in your explanation, at least two systematic biases the subscription box service is exploiting

Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Subscription boxes are all the rage these days. Subscribers
pay a small fee and receive a box each month containing
music, clothing, electronics, food — you name it! A
teenager named Juliette signed up for a subscription
makeup box, telling her mother, “It won’t cost you much at
all. I’ll just send back any items that I don’t want; you only
pay for the items you keep!” Explain why Juliette is likely
to buy more makeup from the subscription service than she
would if she just shopped in a store. Describe, in your
explanation, at least two systematic biases the subscription
box service is exploiting.

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