Marketers and consumers share an underlying condition that produces second-guesses to decisions and even behaviors. In the realm of behaviorists, psychologists and therapists, this is often referred to as, cognitive dissonance.
Though the condition is often used in psychology/psychiatry, the right-brainers in marketing can take certain liberties in applying the essence of its definition to feelings and behaviors in our consumption-driven economy. What shapes your decisions and expectations when you buy something, work on a project or to make a single decision at a given time? What influences your “…on second thought, I better…?”
As I’ve noted in previous posts about marketing, it’s not what you’re actually receiving, but what you think you’re getting. This is a stretch, but at times I think some marketing is a form of trompe l’oeil. Are the cluster of lights actually on the bare trees?
Like a product attribute [example: price equates to exclusivity…though it can certainly suggest something else]. Do the light projections draw your attention? Or do you first see the small cluster of lamps in the lower left? Are the lamps somewhere near the building? Or suspended close to it? Clearly direct sunlight is apparent on the face of the building. Which light source peaks your curiosity?
There are numerous examples of classic trompe l’oeil art such as the one painted by Sameul Dirksz van Hoogstraten entitled, Still-Life. It’s a timeless piece, one that can feel more contemporary than its 360- year age might suggest.
Still-Life, 1664 by Dutch painter Samuel Dirksz van Hoogstraten
Marketing can, indeed, fool your eye. The pima cotton sweater I saw in a catalog looked like a keeper….until I tried it on. Fortunately, returns are the norm for many online purchases.
Carlo Centeno 