Motigraphics: The Analysis and Measurement of Human Motivations in Marketing

By Richard C. Maddock | Go to book overview

11
The Adaptation Motive

Diana Gonsalves

We are all individuals. I'm not.

-- Monty Python Life of Brian


BACKGROUND

Adaptation, the desire to be like everyone else, is one of the strongest motives in the building blocks. Marketers have capitalized on this ever since the Old West snake-oil days where testimonials from "cured" patients were used. The focus continued through the 1950s and 1960s, when keeping up with the Joneses was the order of the day and every household just had to have all the nifty new gadgets and mod cons (thank you, Ronald Reagan and the "Death Valley Days" TV commercials for GE). And it still abounds today, with celebrities or "professionals" extolling the virtues of products and the importance of being cool by wearing the fashionable brands and styles, owning the right gadgets and accessories, and living the accepted lifestyle. What self-respecting woman does not want to look like Cindy Crawford? What upwardly mobile man in his right mind does not want to own the sexiest vehicle, be it SUV, sports car, pickup truck, or Harley Davidson?

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