In general, people require control over their environment. Don’t believe me? How else can you explain why a person who drives a car after consuming half a bottle of scotch will freak out if the airplane they are on experiences minor turbulence? People, by nature, need control over their surroundings – it is integral to their self concept and sense of self esteem. In a study, a group of subjects were told they would have to endure a battery of tests. Providing some subjects with the completely pointless power to control the order the tests were given actually had a substantial effect on the participant’s anxiety levels. What does this tell us about marketing? In a short, everything.

Take a moment to give some thought to this idea. What are some ways to provide your customers with control? Perhaps give them a sense of control over the buying process, offer customized payment options and return policies, and offer special protection in the event that your customers do loose control over their surroundings.

Any of this sound familiar? It should. This is exactly what the major automakers are doing right now. They are scrambling over each other to offer better payment plans, special return policies, and buyer protections to those that happen to loose their jobs.

Why did it take a global recession and near bankruptcy for the marketing teams at the major automakers to do their jobs? I guess when you spend years in control of the consumer, you forget to share your power.