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Start free Blinkist trial Upgrade to Premium Read or listen now Synopsis Brandwashed explains the different psychological effects that influence our buying decisions and shows how marketers use them to sell their products. Key idea 1 of 11 The products and brands children are exposed to determine their preferences as adults. Why is it that many adults still purchase the same juice they drank as a child? And why can some adults easily recall the advertising jingle for the cornflakes brand their mother used to buy?
While in the womb, a fetus is able to perceive sounds from the external world. And because unborn children are able to recognize melodies — including the jingles of advertisements — hearing or recalling such melodies later in life will trigger the same positive feelings. Of these hundreds of brands, children will form relationships with some that last well into the future. Such relationships are often formed because children believe that brands help them to establish friendships with others. For example, one preschooler in a study demanded to have LEGO because he believed that otherwise none of the other children would want to play with him, or even like him.
The final reason for our preference for certain brands is that children believe everything in their family life is the norm.
Therefore the products their parents buy become their favored products well into adulthood. Later in life, the adult will associate brands such as this with positive, nostalgic feelings.
For instance, the brand will remind him or her of a comfortable childhood home, and the warm affection of a beloved family. This is precisely why we continue to purchase the same brands in adulthood.
Key ideas in this title The products and brands children are exposed to determine their preferences as adults. Fear can lead us to make irrational decisions. People can become addicted to products and shopping. Our need to fit in means that we are heavily influenced by peer pressure. The warm feeling of nostalgia is good for our health, but it can make us remember the past falsely. Because children carry brand preferences into adulthood, companies target children from a very early age.
Products are designed to evoke a physical and emotional addiction. Marketers create an artificial peer pressure to sell their products. Marketers have many different strategies for creating a nostalgic feeling with their products.
This is one gread read for people interested in marketing, behavioural studies, psychology etc. A number of things already published elsewhere but there is also a lot of new good illuminating stuff incorporated. Buy Buy Baby - When companies start marketing to us in the womb 2. Peddling Panic and Paranoia - Why fear sells 3.
Brandwashed : Tricks Companies Use to Manipulate Our Minds and Persuade Us to Buy