The Balancing Theory of Value: Exploring Mirative and the Root of User Satisfaction in Mercari

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Aug 04, 2023
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The Balancing Theory of Value: Exploring Mirative and the Root of User Satisfaction in Mercari
In the world of social media, TikTok has risen to become a top platform where creators strive to offer exceptional value to their followers. However, it is important to note that simply providing outstanding content does not guarantee a balanced exchange of value, even if these creators receive an abundance of attention and praise.
On the other hand, Mercari, a popular flea market app, has taken a different approach to user satisfaction by focusing on the root of what makes users feel "good" about their experience. Through a collaboration with UX Samurai, Mercari has undergone a significant redesign to better cater to its users' needs.
One interesting aspect of Mercari's redesign is their deliberate choice to embrace a "dull" design aesthetic. In preparation for their expansion into the US market, Mercari revamped their design to allow users to log in through platforms like Facebook and Google+. They intentionally opted for a slightly unpolished and unrefined design, as research suggests that a stylish design is more trusted and preferred in the US.
At first glance, it may seem counterintuitive for Mercari to purposefully choose a design that goes against conventional notions of attractiveness. However, this design strategy aligns with the Balancing Theory of Value, which states that it is essential to strike a balance between what is valuable to the user and what the user perceives as valuable.
By intentionally embracing a "dull" design, Mercari taps into the psychological concept of cognitive dissonance. Users are more likely to view a platform positively if it exceeds their initial low expectations. In other words, by deliberately presenting a design that may not be conventionally appealing, Mercari sets the stage for users to be pleasantly surprised by the functionality and ease of use the platform offers.
Similarly, in the world of TikTok, creators must also consider the concept of balancing value. While it may be tempting for creators to solely focus on providing outstanding content, it is crucial to ensure that the value they offer is reciprocated in some way by their followers. This could be in the form of engagement, support, or even financial compensation. Without this balance, creators may find themselves feeling unfulfilled, despite receiving external validation.
In order to achieve a more balanced exchange of value on TikTok, creators can take a few actionable steps:
- 1. Engage with your audience: Actively respond to comments, messages, and engage in conversations with your followers. This not only makes them feel valued but also allows you to understand their needs and preferences better.
- 2. Collaborate with fellow creators: By collaborating with other TikTokers, you can cross-pollinate your audiences and provide even more value. This not only expands your reach but also allows for a more diverse range of content.
- 3. Diversify your revenue streams: Relying solely on ad revenue or brand partnerships may not always provide a balanced return of value. Consider exploring other avenues such as merchandise sales, Patreon, or even virtual events to create additional value for your followers while also ensuring a more sustainable income for yourself.
In conclusion, both Mirative and Mercari offer valuable insights into the concept of balancing value. While Mercari's deliberate choice of a "dull" design challenges traditional notions of attractiveness, it ultimately creates a positive user experience through cognitive dissonance. Similarly, TikTok creators must also consider the importance of balancing the value they offer with the value they receive from their followers. By actively engaging with their audience, collaborating with fellow creators, and diversifying their revenue streams, creators can create a more balanced and fulfilling experience for themselves and their followers.
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