Chapter 24 of PSYCHOMarketing by Roger Nichols
And so we return to the question we began with:
Do you have free will to buy what you do?
This question does not have to be answered against the best interests of you or any other consumer. It does, however, invite you to participate actively by keeping your wits about you at all times you are in the marketplace. In order for you to avoid feeling victimized by “Psycho-marketing,” you, as the consumer must set out knowing your needs and limitations, and honesty with yourself about what and how much you are willing to risk for that item that may or may not—in equal measures—appear to be meant just for you.
We have seen in these pages the pitfalls, the schemes, and even the undermining of consumers’ decision-making by advertisers and marketers whom you, as consumer, will likely never meet. We have also seen the well-intentioned efforts of producers in the marketplace today, to educate rather than obfuscate the truths about their products. All of these require your evaluation and close consideration as you make your choices and purchases.
Consumer behavior is often said to be determined more by media and advertising companies than consumers themselves, but that is not a “fait accompli.” The factors that influence your behaviors are important, but they can also be subtle. It is essential that you be aware and makes your own decisions, even though you may be guided by advertisements—which, remember, is not always a bad thing.
It is only once something that is not needed is acquired that the descent begins. “The Diderot Effect” is not the fault of a victim; it is simply the way of the world. The good news is its effect is never too late to reverse.