The subconscious. It’s been superficially discussed since the French arcades and consequently our readings, but really becomes center stage after World War II and this week’s readings. Paco Underhill’s observations to me seem to be comparative to those of the 5th Avenue’s advertisement industry where colors, repetition and Tony Schwartz’s sounds became the scientists of selling (Tony Schwartz is the creator of the ‘Daisy’ campaign ad). The idea of unconsciously taking over control of consumer’s minds would make any businessman salivate. And while it would be hard to argue that this idea was not successful then and is still not successful today, to make it the foundation of any business model would be a major oversight. Everyone knows the Head On, Head On, Head On commercials, but do you know anyone who’s bought it?
It is important to remember that “people cannot be manipulated” (Gladwell). They will act on their own terms and proceed under their own will. While they can be ‘coerced’ to do something they were not expecting to do or ‘convinced’ they need something they don’t, it does not translate into a successful business model. That coercion might be successful at first but it needs to be backed up with substance. A business’s “point of view” and “public image” is the closest thing to me of being the combination of advertisement and substance.
In the end the sellers must “conform to the desires of shoppers” (Gladwell 7).
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