This Week's Herman Trend Alert

Cut the Fat to Lose More Weight

  The Herman Trend Alert

June 19, 2002

The Purchasing Reluctance Cycle

If you expect it, it will happen. It's called expectancy theory. Humans respond to stimuli from credible outside sources and behave accordingly. The stimuli are usually more emotional than logical, but can seem logical enough that we believe that maybe there's something to the possibility.

We've seen all sorts of examples of expectancy theory throughout history. And we've seen how one person's behavior or attitude can affect many others. A classic example of this situation is the fellow standing on the city street corner looking up. Someone else comes along, sees the man looking up at something-he doesn't know what-and also looks up. A third person, seeing them both, also looks up to see what's so interesting. Before long a crowd has gathered, yet no one really has any idea what they're looking at. The first man could even walk away now and leave a group of people staring into the sky. Behavior is contagious.

Have you noticed how others smile when you do? When you're cheerful, others pick up on your mood and their attitude is affected. Conversely, when you are glum, that attitude is also infectious.

This expectancy theory is actively influencing our economy today-in the United States and in other countries. In our research, and in our talking with people in many walks of life, we have sensed a common reluctance to take action in making capital investments. Business leaders acknowledge that the economy is improving; they are encouraged by the statistics they see. However, because of stock market fluctuations, uncertain international political news, and a general reluctance among their customers, many business leaders are hesitant to commit to purchases. Because they are not committing to purchasing, their suppliers are hesitant to make buying or growth decisions.

To break out of this expectancy and shared attitude cycle, some companies must begin placing more firm orders with their suppliers. As inventories continue to shrink from consumer spending, manufacturers and distributors will be re-energized. Purchases of services such as computer upgrades, consulting, training, and employee relocation will also stimulate the market and break the reluctance cycle.

© Copyright 1998- by The Herman Group, Inc. -- reproduction for publication is encouraged, with the following attribution: From "The Herman Trend Alert," by Joyce Gioia, Strategic Business Futurist. 336-210-3547 or To sign up, visit The Herman Trend Alert is a trademark of The Herman Group, Inc."

To find the translation for Tikkun Olam for last week's Herman Trend Alert, I went to Google Translate. Not surprisingly, it was not a great translation. Actually Tikkun Olam means "repairing the world". Special thanks to reader Jeff Rothman for this information. JLG

On March 1st, Joyce graduated from Clint Arthur's Celebrity Launchpad. Since then, she has made twenty-one appearances on local television stations, including Fox San Diego and CBS Las Vegas. In a couple of weeks, Joyce will start a new TV Media Tour with her new segment: How Soon Will You Be Replaced By a Robot? (coming soon to a television station near you) You can see most Joyce's appearances on her travel website at You can do it, too! If you sign up for Celebrity Launchpad, you will qualify for a free coaching session from Joyce in your chosen area. Launchpad's are held monthly, but space is limited. For more information, call Joyce at 336.210.3548.

Look no further than A fraction of the cost you will pay for domestic hosting. For more information, email Expect to be surprised and pleased.

Both Joyce Gioia (our author) and her husband have benefited from taking micronized purple rice. Joyce's husband, a cancer survivor, is in better health today than before he was diagnosed with Stage 3B colon cancer. He has seen his Stage 2 KIdney Disease improve significantly---his doctor just dismissed him for six months and his cancer marker (CEA) lab tests show the lowest in his life at 3.8 (5.0 and under is considered normal; labs available upon request). Joyce has personally experienced hair regrowth and the fading of spider veins, along with improved energy and other health benefits. To learn more about this remarkable supplement, call Joyce at 336.210.3548 or email her at

To read this Herman Trend Alert on the web: http://

Herman Trend Alerts are produced by the Herman Group, strategic business futurists, Certified Management Consultants, authors, and professional speakers.

New subscribers are welcome. There is no charge for this public service. The Herman Trend Alert is read by over 30,000 people in 87 countries, including other websites and printed periodicals. Do you enjoy receiving this weekly e-mail update? Contact us about our co-branded Herman Trend Alert service. Click here to sign up for the Herman Trend Alert.

Subscribe or Unsubscribe to weekly Herman Trend Alert
View this week's Herman Trend Alert
Archived Weekly Herman Trend Alerts


[ Home About Products Resources Media ]


7112 Viridian Lane
Austin, TX 78739
Voice: 336-210-3547
Toll Free in US & Canada: 800-227-3566

  © The Herman Group. All rights reserved.

Web site design by WebEditor Design Services, Inc.