They sang in a pot with a tablet. Sociologist: An emotional bond with users was built
In the 90s, when the X generation entered the labor market, the material status was defined by the one who buys the apartment or a car first, it was tangible things that could later boast. Today, our society, unfortunately, is regretted and material status we show just buying household appliances-says Katarzyna Krzywicka-Zdunek, a sociologist.
Paulina Socha-Jakubowska: You saw a video in which a crowd of sellers, and maybe even followers of a certain brand sings and cheers in honor of the new installment of the mixer with the function of giving people regulations?
Katarzyna Krzywicka-Zdunek: I saw.
And what does the sociologist think about it? It impressed me.
Like the world in the world, some people are fueled by the fact that they can have something that is unattainable for the rest. Now it is Thermomix, previously there were Rainbow vacuum cleaners or Zeptera pots. Having these equipment was actually a synonym of luxury, but also that “I care more about my family because I buy good things.”
Recently, on our Instagram profile, sociolozki.pl, we took up the topic of what drives lead us in life.
Someone can drive development or the fact that he does something for the good of humanity, but there are people who like to be the first, better, like something that the rest of the society does not have.
Even if it’s a mixer?
The device we are talking about is perfectly inscribed.
Even if it looks like an urn?
It is black, elegant, it fits into the need to have something exclusive. In addition, please look at people who use the iPhone. There are no rational arguments to them that, for example, Samsung has similar functions that you can choose something else on the market at a better price. The iPhone became “Love Brand”, which is a brand that managed to build an emotional bond with users, a brand that is desirable. And the same happens with Thermomix.
