We know that consumer behavior is often irrational. That’s why there are large market share differences among products that are essentially the same.
We also know that consumers tend to be pragmatic and don’t like to throw their money around on crap. That’s why so many new products fail.
So how do we reconcile these two seeming contradictions? How can consumers be both strangely emotional yet essentially pragmatic? We can’t explain it. That’s what makes advertising so interesting. It’s like physics. There are two equally reliable, yet contradictory ways to explain the physical behavior of matter.
General relativity describes the world one way. ... Read More