| > Example: there are many stressed out people who don't smoke, it doesn't matter how or how much you try to convince them. I wonder if it isn't because companies are severely restricted in their means of convincing people. Consider historical figures[0][1]. Between 1950s and today smoking rates in US dropped from around half of the population to around one in five person. Have the citizens of US suddenly became less gullible, or did their lives became less stressful? Or maybe as smoking changed from being a social custom to something despised (which can be partially attributed to regulations, though some would say[2] they were just following the social trend), 90% of smokers quit. Manufacturing a social custom is hard, but if you can pull it off, it's basically a superweapon. People will buy not because it's good or needed, but because it's expected. De Beers has managed to do that for diamonds[3] decades ago, and guess what people are still buying for engagement rings. That's only one, albeit an extremely effective way to trick people into parting with their money. There are others. Different people have different needs so if they avoid one trap, they'll trip on another. Sometimes the traps are less obvious. Let me give you an example. I can honestly say there's no advertising that could convince me to chose the grocery store on my street over the one little further but much cheaper. And yet I often shop in the former one because they employ mostly nice, pretty students, and I love to chat with them. Simple as that. I've bought many things I didn't need only to have a pretext to go there and talk with the crew. I've made friends with the entire staff, hell, I met my SO there. But the point still stands that I've been tricked into economically worse option by a simple management decision of hiring nice girls. Everyone has their weak spot. [0] - http://www.cdc.gov/tobacco/data_statistics/tables/trends/cig... [1] - http://www.infoplease.com/ipa/A0762370.html [2] - http://www.paulgraham.com/addiction.html [3] - http://www.theatlantic.com/past/issues/82feb/8202diamond1.ht... |
As for smoking, if companies were allowed to actually misstate it is good for you, there would be myriad other organizations working to prove it isn't. A reasonable person might well do his own/independent fact finding.
Someone can say eating an octopus is yucky [it is actually used with salad in many places] but for a large amount of money you can convince/bribe them to try it. But if Warren Buffet says no, good luck bribing him. You can try another [practical, not theoretical] incentive, but I'm sure he could buy that too. One can say rich people must live certain lifestyles, but Steve Jobs lived an almost monastic life [save the Mercedes and a couple of other things maybe].
That inherent need has to be present for an advertiser to target/exploit it. And the person has to actually buy the premise of the proposition. Many have the guts to go against the crowd and some even take it as a badge of honor.
Valentine's day is a manufactured custom too. Many are religious about it, many others abhor it - despite the concerted, and mostly successful, efforts to create a romantic custom out of the day. Diamonds, I agree - in many cultures, especially the US. But in many other cultures, such as the Nordic, it is less common [1 - a forum thread]. That doesn't mean de Beers doesn't try its level best to manufacture the same kind of social custom in Sweden. That need for extravagantly showing off a romantic pre-commitment just doesn't exist in that market.
Now let's reasonably assume your SO is well aware of the hiring-pretty-girls-policy, and does not prefer you buying from that store given that there are better economic alternatives, and add in a touch of reasonable jealousy. Do you still frequent that store, given that you are happy with your SO?
Could I sell you an extravagant snake-oil panacea if I were a hot bird?
[1] http://www.thelocal.se/discuss/index.php?showtopic=32620