Socializing data can get consumers to change behavior

05/14/2014 | Harvard Business Review online/HBR Blog Network

Utilities and financial companies are among those socializing data to create peer pressure that helps consumers change their behaviors for the better, such as lowering energy consumption and saving more. Companies should clearly know the behavior they want to change before trying the tactic, Robyn Bolton writes. "It works because peer pressure data goes beyond demonstrating the functions of a product to satisfy deeply powerful emotional or social needs we may not even realize we have," Bolton writes.

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