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Where the concept of narration becomes a fundamental building block of the concerted work of creation and reading of phenomena that take concrete forms and give life to movements and dynamics in any field. Consequently, it can well be stated that the meanings that consumers acquire at a social level and in the context they belong to are absolutely fundamental for understanding the origin and development of consumption behaviors . This perspective suggests in fact that like any behavior that concerns the community, even the predilection for certain products and services, or consumption experiences, largely depend on collective movements , group influences, feelings or social opinions that enter and exit the subjective sphere in a work of continuous interaction.
Human behavior is a complex phenomenon We are not purely rational beings, and in fact the wedding photo editing service opposite is true: human behavior is often irrational and unconscious, that is, it occurs through sub-conscious threshold dynamics that we are not aware of, often not even despite the final outputs. The principle according to which human beings are also moved by motivations that they hide from themselves is certainly not new, and it is precisely for this reason that those who deal with communication and marketing must understand what the real reasons underlying motivations and choices are , without being satisfied with the reasons that the people themselves give themselves.
In this regard, we remember the ever-current words of Clotaire Rapaille: "I don't believe what people say". The old schools of economics and management based their research on a fundamentally mechanistic psychology based on reactions and dynamics according to which a stimulus corresponds to a specific reaction. Behaviorism has been a master in this, but unfortunately it has not always been well interpreted. In fact, the human mind is far from being comparable to an individual machine, devoid of will and system bugs. A brain understood in this way, in order to be influenced, would in fact require the mere repetition of a stimulus: the same slogan is seen on TV, on social networks, heard on the radio or in the supermarket.
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