Status symbols like diamonds, Lamborghinis, tailor-made suits lose their value if they become cheaper or if too many people own them. They derive their value only in comparison to the average of the group to whom the consumer compares.
The same is true when we change our attitudes.
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Don't try changing people, try understanding them.
When you try to change someone they tend to resent you, dig in their heels, and get worse. The way to disengage a difficult person is to try understanding where they are coming from.
When trying to understand difficult people, search for their value language.
A value language is what someone values most. It is what drives their decisions. For some people it is money; for others, it is power or knowledge.
Risk protection is normally done to minimize the harm a particular activity can do to us. There are various things we do to reduce our risk, to make ourselves safer.
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Morning commuters seem to fall into one of two categories:
By 1988 only 50 percent of the adult American population drank coffee. In 1962, average coffee consumption was 3.12 cups per day; by 1991 had dropped to 1.75 cups per day.
At the onset of the 1980s, coffee growers and retailers realized that the current 20-29-year-old generation had little interest in coffee, which they associated with their parents and grandparents.
For the coffee industry to survive, it needed a new marketing strategy. The consumer was changing and coffee-players needed to pay attention.
Crucial questions the 'me' generation will ask: "What's in it for me? Is the product 'me'? Is it consistent with my lifestyle? Do I like how it tastes? What will it cost me? Is it convenient to prepare?"
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