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05 Dec 2018, 07:06
Kudos
Bookmarks
Hi Experts,
Can someone explain me the highlighted context in the below paragraph.I just confused.
While envy-based marketing is a popular tactic among brands seen as status symbols, new research suggests that its results may be mixed depending on the psychology of the customer. Among potential customers who have high levels of self esteem, envy-based marketing serves to motivate them to attain the brand in order to prove that they are as good as or better than their neighbor. Among customers with lower levels of self-esteem, however, envy-based marketing can backfire and lead users to identify less with the brand. Researchers believe that seeing others who potential customers view as more successful can further lower the customers’ self esteem. Rejecting the brand when they believe it is out of their reach can then be seen as an act of ego preservation: if the item wasn’t worth pursuing in the first place, then the customer’s self image is preserved if they are unable to gain the product .
Thanks,
Kalyan.
Can someone explain me the highlighted context in the below paragraph.I just confused.
While envy-based marketing is a popular tactic among brands seen as status symbols, new research suggests that its results may be mixed depending on the psychology of the customer. Among potential customers who have high levels of self esteem, envy-based marketing serves to motivate them to attain the brand in order to prove that they are as good as or better than their neighbor. Among customers with lower levels of self-esteem, however, envy-based marketing can backfire and lead users to identify less with the brand. Researchers believe that seeing others who potential customers view as more successful can further lower the customers’ self esteem. Rejecting the brand when they believe it is out of their reach can then be seen as an act of ego preservation: if the item wasn’t worth pursuing in the first place, then the customer’s self image is preserved if they are unable to gain the product .
Thanks,
Kalyan.
Archived Topic
Hi there,
This topic has been closed and archived due to inactivity or violation of community quality standards. No more replies are possible here.
Where to now? Join ongoing discussions on thousands of quality questions in our Reading Comprehension (RC) Forum
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05 Dec 2018, 11:31
Kudos
Bookmarks
Please carry on the discussion in this thread , thread Locked.
don-t-understand-the-essence-of-the-highlighted-context-need-help-283346.html
don-t-understand-the-essence-of-the-highlighted-context-need-help-283346.html
Archived Topic
Hi there,
This topic has been closed and archived due to inactivity or violation of community quality standards. No more replies are possible here.
Where to now? Join ongoing discussions on thousands of quality questions in our Reading Comprehension (RC) Forum
Still interested in this question? Check out the "Best Topics" block above for a better discussion on this exact question, as well as several more related questions.
Thank you for understanding, and happy exploring!
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