Marketing Psychology Question

Well if it is your advertising that changes their opinion or create the pressure via your marketing plan . And leads to you profiting. It's called success

Just to keep things simple .

Now if your gilete razors and one add drive away many life long customers and leads to hundreds of millions in lossess . That is called a total #$&@ up.

Ok gilets net losses because of those adds was 5.2 billion

Reframing values rarely (if ever) comes about from advertisements. From social pressure, maybe. But even then it often morphs into resistant compliance rather than a true paradigm shift.


It could be a simple matter of timing? Maybe they didn't feel a need for what you're selling (no interest) until one day they do have a need. Then they see your ad and decide to give it a try because the promise of relief is better than suffering, or someone recommends it and they take that as a sign of virtue?


Or it could be a matter of familiarity bias? When they first see the product it's an unknown (untrusted) company. Then after a period of time, along with seeing others use it, it becomes more familiar. And in the absence of negative press, it becomes more trustworthy and worth trying.


It could also be a simple matter of social conformity? Many people don't want to be in the first group to try something. But after they see others doing it, then they don't want to be left out.


Unless they have a desperate need, most people who act the way you're describing are usually in the "majority" to Laggards" group of adaptation...

The basic movement of adaptation is typically...


Innovators (usually a very small percentage of people) - Innovators are the first to adopt a new technology. They're willing to take risks in order to be on the cutting edge, and they like to try all the newest and coolest stuff.

Early Adopters This is the second group of people to adopt the new innovation. Very often celebrities or opinion leaders (sometimes called influencers) fall into this category.
They usually don't want to waste effort on unproven technology, but once they see a few innovators start using it, early adopters are the next group to join in.

Majority (here's where things start to get exciting) - This is the largest group, and this group sets the viral conformity movement into action. I've seen a few studies where researchers break this category into 2 segments ("early majority" and "late majority") but personally, I think it makes more sense to view it as a continual flow, because where do we draw the line?

These are the people who see the early adopters and opinion leaders showing off the latest thing, and then they start to jump on the bandwagon. This is where stuff goes viral.

Laggards Finally we have the laggards. These guys typically have an aversion to risk or change. (if it aint broke... don't fix it) But once they see everybody else doing it, then they're willing to give it a try. Or they simply don't want to be left behind (think of the senior citizen who dislikes technology, but finally ends up buying a computer or a smartphone)



I've read dozens of books on these topics, and have also been privileged to be part of a research study (with people who are much smarter than I am) on social influence. So some of what I'm saying here is blended from multiple sources. But if you're looking for a place to start your research here's a wikipedia page on adaptation that (if you chase the references down the rabbit hole) should keep you busy for a few days...

https://en.wikipedia.org/wiki/Diffus...ers1962_5th_ed


Or if you just want to delve into the power of social conformity, you can start here...
https://en.wikipedia.org/wiki/Conformity


I've got a bunch more, but your question is a bit generic. So without more specific details I can only give you a basic response.


Anyway, hope it helps you on your journey...
.