16% of purchasers want to feel special This is the fifteenth of 20 daily THOUGHTS examining emotions in marketing. A recent survey in the United States found that 16% of consumers make purchases because they want to feel ‘special’. A further 11% make purchases because they want to feel that they ‘know it all’. They want to […]

16% of purchasers want to feel special This is the fifteenth of 20 daily THOUGHTS examining emotions in marketing. A recent survey in the United States found that 16% of consumers make purchases because they want to feel ‘special’. A further 11% make purchases because they want to feel that they ‘know it all’. They want to prove how clever they are. This highlights not just the irrational nature of consumers, but, also the insecurity felt by many human beings. This is reflected in a need to feel special, more important, or smarter than others. Many of the world’s most significant problems can be traced back to insecurity and the need to feel special. One might argue that Hitler acted out of insecurity. I would argue that Trump acts out of insecurity – something reflected in his frequent self-congratulatory remarks. I would also argue that many fights, arguments, arrogant outbursts, and the…