Donald A. Norman – Most people are unaware of their true needs

Most people are unaware of their true needs

The trained observer can often spot difficulties and solutions that even the person experiencing them does not consciously recognize. It is because most people are unaware of their true needs, and discovering them requires careful observations in their natural environment.

Conspicuous Consumption Luxury
The Elephant in The Brain – One way or another, we’re all conspicuous consumers

Does anyone really need a 10,000-square-foot house, a $30,000 Patek Philippe watch, or a $500,000 Porsche Carrera GT?

The idea that we use purchases to flaunt our wealth is known as conspicuous consumption. It’s an accusation that we buy things not so much for purely personal enjoyment as for showing off or “keeping up with the Joneses.”

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https://www.youtube.com/watch?v=iYhCn0jf46U
Jonah Berger – Evolution video, a clever Trojan Horse for Dove products

Evolution video clip, a clever Trojan Horse for Dove products

The famous “Evolution” video cost only a little over one hundred thousand dollars to make, and got more than 16 million views. It netted Dove hundreds of millions of dollars in exposure. The clip won numerous industry awards and more than tripled the website traffic the company received from Dove’s 2006 Super Bowl ad.

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People don’t think in terms of information. They think in terms of narratives. But while they focus on the story itself, information comes along for the ride. Stories, then, can act as vessels, carriers that help transmit information to others.

Jonah Berger
Jonah Berger

A professor at the Wharton School of the University of Pennsylvania. An expert on word of mouth, viral marketing, social influence, and how products, ideas, and behaviors catch on.

Jonah Berger – Stories often provide proof by analogy

Stories are an important source of cultural learning that help us make sense of the world. At a high level, this learning can be about the rules and standards of a group or society. How should a good employee behave? What does it mean to be a moral person? Or on a more basic level: who’s a good mechanic who won’t overcharge?