Economics professors may say that such behavior is irrational, but that doesn’t mean it makes no sense. People who stand in lines for the latest product may be buying it for what it conveys about them to others, says Jonah Berger, an assistant professor of marketing at the Wharton School of the University of Pennsylvania.
That’s true of music, clothes and cars, but not so true of dishwasher soap. Tech gadgets fall in between those extremes, he says. A new gadget can be a fashion item — a revelation that Apple embraced long ago.
No comments:
Post a Comment