By Michael R. Solomon

This booklet - "Conquering Consumerspace" - is one other in a up to date and doubtless never-ending circulate of tomes that attempts to persuade us how the patron is in entire regulate of the deciding to buy approach and wishes to be engaged in a collaborative version. Message acquired. even though, the saving grace for this name is that its writer, Michael Solomon, is the director of Mind/Share Inc., a consulting enterprise focusing on on-line purchaser learn. The quantified insights he deals, that have been generated from his corporation, are surely fascinating and make this paintings a standout from the blasé books of others.

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Extra resources for Conquering Consumerspace: Marketing Strategies for a Branded World

Sample text

So much for that exciting honeymoon at the car wash. Matrimony aside, it’s not that uncommon to find people who are quite attached to a two-ton piece of metal—just witness the vaguely erotic weekend car-washing rituals in any suburban neighborhood as weekend warriors lovingly soap up their chariots and rub them down. We tend to define ourselves in terms of the products that are near and dear to us—whether one is a ‘‘meat and potatoes man,’’ a ‘‘Ford kind of guy,’’ or a Cabernet connoisseur. As a result, our self-concepts are influenced not just by our appraisals of our good looks, intelligence, or other internal qualities.

Embodying made-up figures with human characteristics to represent brands is, of course, a very common practice that’s been in use at least since someone decided to create that Quaker Oats man. We seem to readily accept familiar spokescharacters such as Charlie the Tuna, the Keebler Elves, or Bibendum, the Michelin Man. In research that Grey Advertising did for Sprint Business Services, customers were asked to imagine long-distance carriers as animals. They envisioned AT&T as a lion, MCI as a snake, and Sprint as a puma.

A sociological school of thought known as role theory takes the view that much of consumer behavior is just like a play. Each of us learns our lines and goes about acquiring the props and costumes necessary to put on a good performance. And we’re very busy actors because we are involved in many plays at one time, whether as an extra or a star. The self is essentially defined by the ’’play‘‘ we find ourselves in at any point in time, and how well we feel we are acting out the role demanded of us in that particular performance.

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