Drolgin wrote:I don't think that's true. I'm not saying you're a liar, I'm sure you feel that way. But I don't think there's a single person in the western world (the developed world, let's say) who has never - consciously or subconsciously - bought a product or an idea because of marketing strategy. I consider myself to be of above average intellect and education and like to believe I possess decent insight into the tools that marketing uses as well as a good analytical sense - and I know for a fact that I've still been swayed by commercials to choose one product over another.
I think that this is probably true. Let's say that you need to buy something you've never bought before and haven't ever really thought about... let's say... you need a bucket of paint. You go to a store that you assume will have paint and there's a whole bunch of varieties, similar prices and features and appearances, and you don't know what to do. There's a pretty good chance that you buy, say, Sherman-Williams paint. You don't buy it because you think "oh, I saw this Sherman-Williams commercial and that smiling family looked so happy with their new living room color," you buy it simply because you've heard of it, you know it exists, and on some subconscious level, the fact that you've seen Sherman-Williams marketing makes you confident that it's an adequate product.
This certainly happens to me. I often make an explicit effort to avoid it-- insisting on buying the brand I've never heard of or whatever-- but that's not something I can do in all places at all times.
Alternately, when I'm buying, say, athletic clothing, I don't have a preference between the various popular brands, really. But it's likely that I'm going to purchase clothing from SOME popular brand, regardless of whether it's Adidas or Nike or Under Armour or whatever, simply because I feel confident in the quality of these brands, which is partially due to their ubiquity and popularity, which is partially due to marketing. I also know that pro athletes wear these brands, thanks largely to marketing, and while I don't think that Kobe can jump higher because he wears Nikes, the fact that Nikes are good enough for Kobe means that they're likely good enough for me. I don't want to do the legwork to determine if some unknown brand is good enough or not.
Finally, there are times-- especially with food-- where a particular commercial explicitly gets me to go buy a particular product. I'll see a Burger King commercial or whatever, and think "Chicken fries?!? Brilliant! And they look delicious!" And then I go buy them.
Maybe others are a lot better at resisting marketing than I am, but I think that just about everyone falls prey to at least the first two of those scenarios at times.
Edit: Also, people who are very anti-marketing, especially in particular contexts, are very susceptible to counter-marketing. For instance, many women are big fans of sex toys and other sex products, but are uncomfortable with buying them because of the male-centric view that the industry often employs with respect to marketing, presentation, and the products themselves. So when sex-positive, female-run sex toy shops open up and begin advertising, this particular niche responds like crazy and brings their business to the new place. This (probably) isn't because they were tricked by the marketing, but because the marketing provided them with useful information that helped them make a decision... but the provision of information is a legitimate function of marketing.
Perhaps the most brilliant example of this is the popularity of Pabst Blue Ribbon among hipsters. Hipsters would never drink a traditional American shitty beer, like a Bud or a Miller or a Coors, but LOVE drinking PBR. Why? Because, in response to the disdain in which hipsters, among others, held the marketing campaigns of Bud and Miller and Coors, PBR began employing a very loud anti-marketing strategy, in which they don't buy advertisements but make sure to trumpet the fact that they don't advertise whenever possible. In response, hipsters started drinking PBR in droves, despite the fact that it's the same price and the same quality as all the other shit beer available. This one pisses me off because I live in DC, a city full of hipsters, and PBR is the only damn cheap beer I can find at half the bars I go to. And PBR is one of my least favorite cheap beers. But their anti-marketing marketing campaign has been so successful that it's been adopted as the cheap beer of choice all over the place.
So I just spent a whole lot of words repeating what Drolgin said, but less articulately.