towards the things that will mean the most to you and serve your unique personality and situation the best.
TACTIC 4: COOL VS CAREFUL
There was a TV advert in 2012 which showed a series of small kids trying to resist Haribo sweets. They had been told that if they could resist the small squishy treat set before them for a few minutes, they could have another one. A funny montage ensued where the kids picked up their sweets and put them back down again, sniffed them and touched them with the tip of their tongue. A girl put her hand between herself and the sweetie and told herself, ‘No, don’t do it!’ In the end, all the kids cracked and ended up eating their sweet and an actress announced that Haribo was ‘just too good’.15
This advert, whether we realised it or not, was an instruction video showing us how we should behave around Haribo, i.e. give in to temptation. We would be powerless to resist.
Advertising has done a fantastic job of making it cool not to be careful. It celebrates being impulsive and sneers at anything that speaks of self-control. This plays into the hands of marketers, because the more we think things through, the less likely we are to buy something. What advertising wants from us is automatic responses.
What to do?
When it comes to decision-making, don’t discount your first instincts, as they often have something valuable to say. But take the time to question that instinct when it comes to purchases.
Of course there are times to be completely in the moment. They can be the times that make life worth living. Just make sure there isn’t a credit card in your hand.
TACTIC 5: CELEBRITY POWER
Celebrity culture and marketing are now so intertwined that sometimes you can’t tell where a person ends and the brands begin. But taking a step back, it seems strange that you can take someone who is genuinely talented in one area and use them to sell something completely unrelated. Snoop Dog endorses Norton Antivirus, Justin Bieber endorses his own brand of toothbrush and Bob Dylan endorsed Victoria’s Secret, but if I were looking for some expert advice on cyber security, dental health or how my breasts are best supported, these three celebs might be my very last port of call.
There doesn’t seem to be much logic to it, but marketers still do it, because it works. But why?
Research shows that we’re much more likely to buy a product, and even willing to spend up to 50 per cent more on it, if we have ‘admiring envy’ of a person who owns it.16
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