Rory Sutherland | Talebian Thinking Applied To Marketing
The Incerto Podcast
Mimetic Desire in Consumer Behavior
This chapter investigates the role of mimetic desire in marketing and how social copying influences consumer choices, particularly in sectors like fashion and education. It discusses the price disparities between luxury items and essential goods, analyzing societal perceptions and the impact of branding on consumer behavior. The conversation further critiques the economic systems affecting product desirability and marketing strategies, emphasizing fame's unpredictable role in consumer attraction.
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