|
It's more comlicated than just 'good product' experiences. When we buy things - we are also buying into a complex collection of signs that send out information about how we want to be percieved by others. This informs our decisions about what cars, trainers, fizzy drinks etc we buy. It works on a subconscious level and everybody will admit to be bieng above it and argue that they buy things for x reasons,
you think your drinking coke for the taste?
So when we commit to and invest in a desicion and have associated ourselves with a brand positition, we naturally become a little defensive about it, it's almost tribal in nature the most extreme case being football teams you choose tio support (I'm from the UK I mean soccer)- most of what I see is all in good humour though.
|