Research has already proven that wealthy people get depressed easily when confrunted with a lack of possessions and more generally, people tend to turn into jerks when they are in “the consumer mindset”. However, companies keep fueling and supporting the myth of the “happy shopper” only to keep and protect the consumer culture.
We have all heard about those statistics which support a certain product, for instance: “97% of women prefer Dove deodorant” or that there was a study which has proven that fish oil makes it easier for children to concentrate. You may think that these numbers and studies must be real, except they are not, and companies lie all the time about their products.
We have to admit we don’t know everything and this is why we turn to experts to find out more about what we don’t know. However, there have been many scandals in which doctors have been involved for instance. The drug company Pfizer, supposedly bribed specialists to advertise their products, but although they had to pay for this, the situation is not singular.
Recently, there have been many viruses which scared humanity, but this was only another opportunity for certain companies to make more money. For instance, Lyspol and Kleenex implied that their products can prevent you from getting the disease or even cure it. Furthermore, the whole homeopath industry is based on unverified statements, but people keep buying these products.
We are always told that having a choice is really good because we have so many opportunities to choose from, that it is almost impossible not to find what best suits us. However, research has shown that when confrunted with many options, people tend to be more stressed and less satisifed with the choice they have made then when they have less options.
Many people tend to believe that if a bottle of wine costed $100, then it is automatically of really good quality. But, let’s take for instance the Italian brand of beer Peroni. This beer is pretty expensive in the U.K. and it is considered to be among the best types of beer. However, in Italy, it is considered to be a cheap drunkards’ beer. So, quality is rather subjective, than objective.
Although many people know that price does not really indicate quality, they are often brand-loyal. For instance, if they were to pick between a coffee from Starbucks, Folgers and Maxwell House or one from Walmart, most people would choose anything except the one from Walmart. However, after a blind taste test, the results showed that the Walmart coffee scored more than Folgers and Mazwell House and equal to Starbucks.
We all know McDonald’s mouth-watering pictures of burgers, and there has not been a single time in the history of McDonalds people actually got the same burger as depicted in the commercial. Although, companies are forced by law to use real food in their commercial, nobody says anything about improving the photos and using speical effects.
Part of a company’s strategy is to make people identify themselves with a certain products. For instance, we do not drink Coke, we are “Coke drinkers” and our drink choice is an extension of ourselves.
Take for example the word “light” which is used by so many companies only to attract more clients. A study has revealed that the difference between regular products and “light” ones is almost nonexistent. Furthermore, words like “premium” or “improved” has been used on so many cheap low-quality products, that people should just stop taking them into account.