In this environment, the "Rational Man" theory of economics—which suggests we always buy the best quality for the lowest price—has collapsed. We often pay more for the feeling of being a responsible or trendy consumer. The Speed of Expectation
A modern customer is less likely to trust a brand’s polished commercial than they are a 15-second "unboxing" video from a stranger on TikTok. We have outsourced our decision-making to the "crowd." This explains why we will spend 45 minutes reading reviews for a $12 spatula; the fear of making a sub-optimal choice is often greater than the desire for the item itself. The "Values-Based" Transaction customer buying behavior
While we have access to more products than any generation in history, we are also more paralyzed by choice. This is where the "Social Proof" element of buying behavior becomes the ultimate tie-breaker. In this environment, the "Rational Man" theory of
Does owning this brand signal that I am "in the know" or "eco-conscious"? We have outsourced our decision-making to the "crowd