Skip to main content

Salman Bhai and why there are two loud camps exulting & heartbroken out there.



Right now, the loudest of people out there can be clearly divided into two camps, namely, those that are exulting at Bhai finally getting the slammer, and those that are screaming hoarse there’s no justice in the world. Each of the sides is digging in on their positions, unwilling to see merit anywhere else. 

To understand the sides being taken and the positions being held, you have to uncover what’s behind such behavior. Note, when choices are made from options available it’s driven by an underlying attitude harbored. Attitudes on their part get made via learning. In fact, attitudes are defined as learned predispositions towards objects. How people learn varies from one context to another and one person to another. In the consumption context, learning can happen before and after a purchase. Learning can happen via active efforts made, and in passive manners via repeated stimuli exposure.   

Okay back to the Bhai story now. Never mind the Blackbucks, those in the camp that want Bhai in the slammer pronto, are those that loathe him (read, harbor negative attitudes). Ditto for the opposite camp when it comes to how they feel; except that they find Bhai endearing (read, harbor positive attitudes). The positive and negative attitudes harbored towards Bhai are most definitely an outcome of what either camps have learned about the man. How they learnt, I don’t know. Maybe it was the media reports, maybe the nature of the controversies, maybe his movies, and so on. Whatever, we now know the people have split into two camps. Can attitudes currently harbored by either camps change? Of course!

If Bhai needs the rival camp to come around to his side, he should first take a Marketing class on knowing the elements that make up attitude, identify the ones working against him, and then work towards fixing them in his favor. 

Guess what, something tells me the man just doesn’t give a damn!

Comments

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…