One of the trends that are marking consumption in recent years is personalization. In a market in which there are more and more products and in which it seems that every time all things are more and more equal, the unique and the exceptional are becoming fashionable. Consumers need brands to talk to them about you and to establish a direct and unique relationship with them. The fact that technology has advanced by leaps and bounds in recent years has made this much easier. Big data allows us to know better than ever consumers and the canada phone directory and new technologies turn this knowledge into the basis for a close and personalized relationship.In general, consumers are expecting this relationship with brands and want companies to treat them in a personalized way. They want to be people and not just another part of the mass of consumers. The theory indicates, so far, that this situation is due to different changes in consumption and demographics. The emergence of millennials in the market has made these elements become much more important than ever, since they do not want to be part of the mass but people who are treated individually. On the other hand, as the offer has increased, as the internet has created new customs, the conversation from you to you is imposing itself.But are we losing sight of something? Is not forgetting a very important element? Isn’t this need to be someone differentiated a sample of a more subconscious drive? A study has just linked this consumer interest with personalized products and the unique treatment of narcissism.
An investigation by experts from the University St. Gallen, the Washington State University and the Ruhr University has found a cause-and-effect relationship. They have determined that there is an increase in a general tendency to narcissism (consumers are more narcissistic than before) and that this is pushing both manufacturers and retail firms to create products that can be customized and personalized marketing strategies . This also has a knock-on effect and is making consumers even more self-centered.The point is completely contextual: facts, services, and shifts in thinking have made consumers more self-aware than they could be a few decades ago. As the experts responsible for the study point out (although they are not the only ones who have done it), the world is mired in what is already known as an epidemic of narcissism. Between 1979 and 2006, narcissism has grown by 30% (that is, citizens are now much more narcissistic and much more self-centered than they were 30 years ago).The blame for this boom is social networks, which have made consumers much more aware of their person, but also something much more general and somewhat alien to this environment, since it already existed before its appearance. The currents of what in English is known as self-promoting (those that empower the person, those that push him to trust himself …) are causing the focus of attention to change.Changes in consumptionThis general trend has a direct impact on what brands are doing or must do to reach consumers. On the one hand, this growing narcissism explains the boom in personalized products. Consumers are more willing than ever to pay for things that are just for them and that make themselves different. In addition to paying more for these products, they also see them in a much more favorable and positive light.How do these products have to be? In general the have to be like ‘mainstream’ products. In other words, sports shoes have to remain sports shoes and must continue to include the Betting Email List that make them stand out from their competitors. But to this we must add the unique elements, those that make the consumer feel the product as their own and differentiated.In addition, brands can force reality and can push consumers into the arms of their narcissistic self. That is, they can use this inherent condition of the person, empower it (the context helps to do so) and thereby generate a favorable scenario for the product in question. This is what the car manufacturers do, or this is the example set by the study. In general, consumers do not tend to choose custom or different colors for their vehicles and everyone sticks with the classic standard colors. Ad campaigns are the ones that increase levels of narcissism and the ones that make them want unique cars.Monographic course on Internet Law at CEF.- Center for Financial Studies
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Tags marketing Narcissism consumption Trends Personalization