In this chapter we’re dealing with the psychology of messaging, not the psychology of the dollar value.
All companies look for messages which appeal to people. It is just about which messages appeal more (but
positively), and which messages appeal less (but also positively). The big idea is performance. The emphasis on
performance appears to work when we deal with stock purchasing as a service on-line. People are not interested
in warm fuzzies, or in being part of a group, or in being patronizingly rewarded for knowing what to do. It’s their
money; they know the value of what they have. The bottom line is good service, low prices, and convenience.
