Consumer Psychology

Display Value – Brand Psychology and Conspicuous Consumption [download]

Here’s a short deck for brands looking to learn from The Ice Bucket Challenge – a form of ‘conspicuous compassion‘ – that like conspicuous consumption is all about ‘impression management’ – how we manage our public image through self-presentation.

The central idea that I’ve been working on for a while is that brands are missing a trick by focusing uniquely on the emotional value and the functional value they are delivering.  The big opportunity for us is to deliver ‘display value’ – helping people with their innate need to display their positive traits.  Comments welcome.


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