What is the learning that a card issuer can take away from this chapter? 1. Instead of blasting out offers
to individuals who may or may not care, look for prospects who are somehow affiliated with the credit card
issuer. 2. Homo economicus reigns supreme. It’s not about emotions. It’s about money and stuff. Significant
reductions in what one expects to pay for a product or an experience. 3. There are segments, but for the most part
the segments focus on different aspects of the offers. The segmentation does not reveal a group of individuals
who respond to the emotion statements. Hopes that one can increase profitability by finding segments that are
‘emotion-sensitive’ and who can be swayed by emotion statements are probably not realistic. It is again a case of
WiiFM (what’s in it for me), but with the segments there is a greater homogeneity in what appeals
