The Surprising Forces Behind What We Buy
Harry Beckwith
Hachette Audio
January 26, 2011/ ISBN 1607886235
Finance/Marketing
Amazon
Reviewed
by Jo Rogers
Harry Beckwith explains why Americans buy what we do. We don’t
always think for ourselves. If two people or one trusted celebrity
like something, the rest of us think we have to like it too. Later
on, we may discover we actually hate whatever we bought, but until
the fad runs its course, we’ll hang onto it lest we be ostracized
from the herd.
That’s right I said “the herd.” Americans have
a herd mentality. We don’t like being different. We want to
be part of the crowd, no matter what the crowd is doing. We are
like sheep, all too willing to be led to the slaughter. And we don’t
like to hold onto anything too long. If something gets too familiar,
we get bored with it and are ready for something new. Still, it
was this characteristic that drove our ancestors to settle here
in the first place. But our forefathers were the ones who left the
herd and came here to make something better: a democracy. Why are
we so intent on being herd members now?
Once, we were independent and individual. Now, we believe the advertisers
who tell us we must be like everyone else. Do we really have to
be exactly alike? Would we need something new so often if manufacturers
made better items?
I find the information in this book interesting, if disturbing.
I feel we are losing our independence. Have we become so inundated
with advertizing we follow the sales pitches rather than think for
ourselves? Read this book and see for yourself. See what advertisers
do to destroy your sales resistance. If you know their tactics,
it’s easier to say no.
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