Skip to main content

Why Alphy cares and I don't

Alphy's been fussing about her few strands of grey. Though I have thrice as much, I don't care. Instead, what bothers me more is my battle with the bulge. The difference between our 'bothers' is the difference between what is the pursuit of the 'ideal social self', and the 'ideal self'.

To Alphy its about looking a certain way when she's 'out'. To me its looking a certain way, when I am 'in'. Let me explain. Alphy cares more about how she looks to others. I care more about how I look to me. If my bulge gets the better of me I'll be disappointed with myself. In fact it isn't easy for me to admit I may lose (I won't!), for that will diminish me in my own eyes. For Alphy the disappointment I reckon is more about how she may have to answer her significant others, our neighbours for example.

Our pursuit of our ideals selves is a universal. The difference is whether that pursuit's a result of a desired social self, or just a desired self. The former category consists of those who care about what others think. The latter look to answering to themselves. Either way, its apt opportunity for marketers. Though I must add, they will have to position brands differently while appealing to the two types I described.

For the Alphy types, the brand's promise will have to be social success. For the me types, it will have to be self satisfaction that's guaranteed!

P.S. Alphy vehemently disagrees with my analysis. But I know I'm right! :)


R.V. said…
is it possible that the same theory of ideal self be true for the concern for some strands of grey hair?
Deepali Chandra said…
I loved the analysis, you are at your best in convincing. Still bit more is needed. How would you address this when solution is there and person is reluctant to use it?
I believe it takes time to accept the fact that gray strand are coming. We are attached with our usual self and show inertia for change. Like Alphy is still hesitant to accept the fact and act on it. And Prof you being at your best that 'I don’t Care'. Its again the inertia to change.

Popular posts from this blog

Situational Involvement of Consumers

There are two types of involvement that consumers have with products and services, Situational and Enduring. Situational involvement as the term suggests, occurs only in specificsituations whereas Enduring involvement is continuous and is more permanent in nature.

Decisions to buy umbrellas in India are driven by the onset of Indian monsoon. Monsoon rains arrived in India over the South Andaman Sea on May 10 and over the Kerala coast on May 28, three days ahead of schedule. But then, after a few days of rain, South India is witnessing a spate of dry weather. Temperatures are soaring in the north of India. The Umbrella companies in the state of Kerala are wishing for the skies to open up. So is the farming community and manufacturers of rural consumer products whose product sales depend totally on the farming community. The Met. department has deemed this dry spell as 'not unusual'.

India's monsoon rains have been static over the southern coast since last Tuesday because of a…

Prior Hypothesis Bias

Prior Hypothesis bias refers to the fact that decision makers who have strong prior beliefs about the relationship between two variables tend to make decisions on the basis of those beliefs, even when presented with the evidence that their beliefs are wrong. Moreover, they tend to use and seek information that is consistent with their prior beliefs, while ignoring information that contradicts these beliefs.

From a strategic perspective, a CEO who has a strong prior belief that a certain strategy makes sense might continue to pursue that strategy, despite evidence that it is inappropriate or failing.

Ref : Strategic Management : An Integrated Approach, 6e, Charles W L Hill, Gareth R Jones

Wearing Cuba means Walking Cuba

There's something ethereal about wearing 'Cuba'. Suddenly its the streets of Havana, smoke filled and lit by the groovin', more than the lights. The bars are packed to hilt and dreamy women seem to glide by. The feeling's beyond magical.

How did I get there?

Before I explain, I gotta tell you about the power of brands to take you places. Brands bring with them an ability to prompt you to conjure up the unreal. They can transform your reality into fantasy. And consumers are more than willing partners to brands as the drudgery they face in everyday life begs an injection of fantasy. Brands that operate in a zone of the unreal do the conjuring act as there's nothing else that consumers can call for, while making judgements. For instance, what should I be judging the lip paint on? Its colour and tone or its ability to turn me into a diva?

Cuba's a perfume. The moment I wear it, I am traipsing the streets of Havana. Its smoke filled bars I see. Its music I hear and…