—— Professor of Aesthetics, Tsinghua University, Xiao Ying
There is a common phenomenon in life. Anything with a famous brand will be sought after, which is what we often call "famous brand effect".
Nowadays, many people are keen to buy brand-name products, not only because of the quality of brand-name products themselves, but also because "brand names" raise their value. When they buy brand-name products, they don't really understand the value of the brand itself, but because others say that the brand is a famous brand, or others wear or use this "famous brand", so they hold it? "I can't afford it if everyone else buys it" Psychology, also follow. ?
So it seems that everyone loves "famous brands". In fact, most people just keep up with the joneses and follow the trend. "Famous brand" has established a noble image in people's minds in the process of development, giving people a feeling of wearing "famous brand" and using "famous brand", which is to let others know that they are capable people, thus subtly convincing many people that buying "famous brand" itself is something worth showing off.
The French philosopher Baudrillard said: "In the consumer society, people's consumption is not just a simple matter of eating and wearing warm clothes, but a kind of' self-realization' of consumers, which includes the factor of' showing off'."
Economist Van Buren told us: "People buy' famous brands' for conspicuous consumption, that is, the purpose of people buying goods is not only to obtain material things, but more importantly, to obtain social status satisfaction and personal glory by owning goods that others do not have or are of high quality." Many people are keen on "famous brands" because they think that owning "famous brands" is a symbol of status and implies a certain social status. They think that as long as they wear a "famous brand", it is equivalent to announcing to others that "I have money and status, and you should all respect me", and then they recognize themselves and feel that they are really as valuable as they think. When people gain psychological identity from consumption, the meaning of "famous brand" is not only material consumption, but also additional social significance. Wearing "famous brand" is not only material enjoyment, but also a symbol of social status and identity.
In fact, people blindly pursue famous brands. In the final analysis, it is because of human vanity. Vanity is a common psychological state of people, regardless of gender, age, poor and rich. From the psychological point of view, vanity is a distorted self-esteem, an excessive expression of self-esteem, a personality defect of pursuing vanity, and an abnormal social emotion that people show in order to gain honor and attract universal attention. I want to buy a "famous brand" because I don't want to be down and out, and I want to buy a "famous brand" in order to reflect my own taste.
It is because of vanity that famous brands are becoming more and more sacred, tall and important in our hearts. And herd mentality is also an important factor for people to flock to famous brands. You know, people are more likely to behave like most people because of the influence of others in the surrounding environment. If someone insists on "opposing", it is easy to be isolated. Under this pressure, he is more inclined to imitate others' behavior to gain a sense of belonging. Nowadays, all kinds of brand-name advertisements bombard consumers, and people invisibly accept the hints from the outside world and become self-hints, and then think that the goods with brand-name trademarks are good things. Commercial advertising is to use people's herd mentality to publicize and hype their own goods, so as to achieve the purpose of marketing.