Shiv’s research shows us that brand positioning can have a significant impact on both perceived and real brand experience. While his studies are limited to wine, energy drinks and cinema, his findings apply to virtually every product category. Although he used price to influence perceived brand quality (it is the most widely understood and easiest to communicate indication of value), Shiv will tell you that all extrinsic brand attributes can impact experienced pleasantness - either positively, or negatively.

Our research has shown that moving a brand’s positioning upmarket causes a greater number of consumers to report having a better overall brand experience. When consumers have better experiences, they are more likely to consider the brand an essential that they are willing to trade up to, rather than a mere luxury from which they can trade down. They are also far more likely to become brand advocates. Unlike the broader consumer base, who look for the deal (and, as Shiv’s research has shown, have a lesser brand experience), brand advocates pay full price. They are a strong indication of brand strength, and they help market your brand for you.

With an upmarket positioning, you can actually change a consumer’s mind. Sure, you can make them think more highly of a brand, but you can also change their actual, physical and emotional experience. You can bring more experienced pleasantness into their lives, and at the same time, bring more experienced pleasantness into yours.

If you would like to read the research report, titled "Marketing actions can modulate neural representations of experienced pleasantness" by Hilke Plassmann, John O'Doherty, Baba Shiv, and Antonio Rangel, you can find it here.