1. Blatant Indicators of Positive Reputation Beat Subtle Luxury
Consider a face-off between the Toyota Prius and… a stylish Lexus.
Even Lucifer Himself couldn’t make me drive a dorky Prius.
But a recent split-test between these 2 cars revealed that when shopping in public, people are willing to spend more on a product they don’t really want as long as it makes them look like positive contributors to the greater good of society.
When the whole world’s looking (and can see the “green” eco-conscious logo) people buy the doe-eyed Prius. Then as you lock ‘em up in a room with no one to judge, they turn into me… a shameless consumer of pretentious luxury. The heated steering wheel. The baby seal skin leather seats. Plumes of toxic exhaust from a rumbling engine. Sickeningly delicious cheeseburgers in non-biodegradable containers.
Oh yes. We consumers are a dastardly lot.
And for the same reason, this is why clothes and other products with big, blatant logos sell better than those with more concealed identities:
Louis Vuitton’s classic “LV” on their bags. Abercrombie & Fitch’s garish tags. Polo Ralph Lauren’s pony. Apple’s glowing chrome apple.
People seek out the brands that best display their own particular set of personality traits. Regardless of what “flavor of the month” personality analysis books you may have read (not your fault, publishers barf up more of them than any sane person can handle), all human traits can be summed up as a measure of these 6 characteristics: