How does consumerism permeate all aspects around us?

How consumerism permeates all aspects around us

Individual weaknesses

People are creatures of worldly desires, but there are only two things that dominate our decision-making: fear and hope. All our emotions depend on it. Sometimes they will also become weaknesses, dragging you and me into the whirlpool of consumerism.

1. Fear

Disease, aging and death are the greatest fears of human beings.

many businesses use this to achieve the purpose of marketing. There is a hidden rule in the personal care industry: soaps and detergents are particularly easy to sell as long as the word "antibacterial" is added, and the price can be raised a lot.

But do cleaning products with "antibacterial" function really have special antibacterial effect?

Experiments show that they are no different from ordinary cleaning products. The so-called "antibacterial" is just a word game. This is a trick that merchants play by taking advantage of human fear of bacteria.

2. I hope that

a girl will go to the gym to get a card, and the other party has been urging her to buy private lessons.

as soon as she brushed her hair, she said, "No, I finally changed to a gym, and I was afraid I couldn't help sleeping with the coach." Many people at the front desk were stunned.

From then on, although she didn't buy a class, every time she went to the gym, several coaches competed for guidance.

this is a story, of course, but it shows that hope is a powerful driving force that drives you to spend energy and money.

Businessmen know this well, and businesses that use "hope" to make money are also emerging one after another.

the entanglement of groups

how much influence does groups have on individuals? Infinity.

Groups not only give individuals a sense of security, but also create a sense of identity for individuals.

This allows us to gain respect and recognition from others, otherwise we will feel lost and helpless, and even lose the meaning of life.

through a person's recognition of the group, it can be divided into two situations: one is the group you like and want to join, which we can call "group catering"; The other is the group you hate and try to avoid, which we can call "group exclusion".

1. The group catering to

jagermeister wine is well versed in this marketing technique. "jagermeister wine" is known as the most unpalatable wine, which is just like cough syrup with engine oil. However, such bad wine is very popular in America.

"jagermeister wine" originated in Germany and was mainly used for hunting to drive away cold.

In p>1985, Deni Frank introduced this wine to America. However, because this wine tastes too bad, the sales volume is very poor.

not only that, a newspaper published a short article attacking this wine. It is said that it not only tastes horrible, but also may contain some illegal drugs.

It is supposed that Denny Frank should sue the other party for libel. But after thinking for a while, he decided to ask his men to make thousands of copies of the newspaper and post them in bars near universities. As a result, a miracle happened and "jagermeister wine" began to spread wildly among college students. Because of this "horrible" taste, the mysterious formula, the same color as engine oil, and the deer head and cross on the trademark, this wine is given a "rebellious feeling".

Imagine that in a bar, several boys are holding a glass of "jagermeister wine" while you are holding a glass of champagne. You will be teased by everyone.

2. Group exclusion

There is a reality show in America called Jersey Shore, which records the real life of some young people.

In the movie Fire, all the characters in it became famous and became online celebrity. One of the heroines is Nicole. One morning, she received a parcel and opened it. It was a Gucci high-end handbag.

Nicole is dizzy with happiness, but she doesn't know who gave it to her. Is it because Gucci wants to ask her to be an endorsement, or is it a gift from a fan?

Neither. To your surprise, this Gucci bag was sent by a competitor of Gucci.

That is to say, Gucci's competitor wants Nicole to go against the old ways! What logic is this? It turns out that these young people on the west coast of Jersey are all colored people at the bottom. They have no culture and quality, and everyone watches this reality show as a joke.

Nicole in the play feels a little like Sister Furong.

Gucci's competitors feel that as long as Nicole appears in front of everyone with a Gucci bag on her back, the original Gucci users will be disgusted and throw themselves into their arms.

It is said that when the person in charge of Gucci brand learned about this incident, he was so frightened that he quickly bought this bag from Nicole at a high price.

Businessman's Trick

At the beginning of the movie Lord of War, Nicolas Cage stood in the ruins of the war and said with emotion, Do you know that one in every 12 people in this world has a gun? Turning around, Cage continued: Well, the question is, how can we sell the guns to the remaining 11 people?

the pursuit of profit maximization is the only rule for businessmen.

in this section, I will reveal some common tricks of merchants for you.

Look at how they make your wallet thinner and thinner and turn their accounts into astronomical figures.

1. Creating Demand

After World War II, an advertisement suddenly appeared on British TV: a beautiful girl, on the tennis court, men kept coming to chat up. However, before saying two words, the men left with a frown. The girl has a blank face. . ..... Finally, the advertisement of Li Shidelin mouthwash appeared in the advertisement.

this advertisement is a milestone in the history of marketing.

because previous marketers thought that products were meant to meet people's needs. And this advertisement tells everyone that the original demand can be created. And it did create a concept: bad breath.

Yes, the concept of "bad breath" was abruptly created by Li Shidelin.

Before that, "breath" was just a normal reaction of body function, and no one thought it was a problem. But "Li Shidelin" tells you that there is a silent social killer who is always by your side.

The predecessor of Li Shidelin is a surgical disinfectant. Mouthwash was originally developed for oral cleaning. As a result, the product can't be sold. When the marketers came up with the big killer of bad breath, it took only seven years, and the marketing amount of Li Shidelin mouthwash soared from $11, to $8 million.

Until now, Li Shidelin is the first brother of mouthwash.

2. Making up stories

Paul Courtney was the earliest creative team member of Hasbro in the United States. They developed a series of toys, six cars and six planes.

Different from ordinary toys, these cars and planes can become robots. However, the products are not so popular.

once, Paul Knut was on a business trip with a colleague. During the three-hour drive, they thought they could make up a story to increase sales.

So, Autobots and Decepticons jumped out one by one. The story of Transformers was born. Yes, the story of Transformers is actually an advertisement, just to make the product sell better.

To Paul Knut's surprise, the story of Transformers is so attractive.

In p>218, the toy revenue of Transformers exceeded $3 billion.

3. labor dialectics

"labor dialectics" is a psychological term. Simply put, when you put energy and labor into something or someone, you will also have a higher evaluation of them.

General Mills, a top p>5 enterprise, owns many famous brands such as Haagen-Dazs and Wanchai Wharf. General Mills has a classic marketing case:

General Mills headquarters once launched a cake powder called "Betty's wonderful kitchen", and the ingredients are completely matched. Housewives just put it in the oven. However, sales are extremely bleak. So, General Mills found a doctor of psychology.

The doctor thought for a moment and said: You cancel the egg powder in the formula and ask the housewife to beat the eggs herself. Although there was some doubt, General Mills complied.

as a result, sales surged and demand exceeded supply. They asked the doctor, what is the reason?

The doctor said, "The original fool-like operation method is too simple. That's delicious food for family, which will make housewives feel guilty. Let them make an egg by themselves, their participation has obviously improved, and they have a good impression on this product. "

You see, this is the application of "labor dialectics" in business circles. Some difficulties are deliberately increased by the seller, so when you get or use this product, you have to pay some price.

Murphy's Law

Big data won't deceive people. When you can see this, leave a sentence "Strong people strive for self-improvement", and you will definitely become a strong person in life!