People have tendencies to show one-upmanship. They find out ways to show how they are better than others. They use different objects to establish their superiority in the social pecking order.
What type of house do you own? Where is it located? How big is it?
Which cars do you own?
Where do you holiday?
Which hotels do you stay at?
Which airlines do you fly with and which class?
Which clubs are you a member of?
Where does your child study?
These are some questions that help people define their position vis-a-vis others with whom they compare themselves. There is no end to this eternal craving for one-upmanship. Consumers find newer ways to show how they are superior to others.
The latest toy in this list showing “My toy is better than yours” is Covid-19 vaccine.Which vaccine did you take?Where did you take the vaccine?How much did you pay for it?
Scientists are trying to find out which vaccine is better and why, but discriminating consumers have already found out why. As of now until the third vaccine arrives, Covaxin is considered better than Covishield.
Why?
Simply because it is scarce ! There is a waiting list. Anything for which you have to wait suddenly becomes more precious. Or, so it is believed…!
So, those who have taken the scarce Covaxin look down upon the mortals who were unfortunate to do with the modest, easily available Covishield. Similarly, if you took a free vaccine, then you are poorer than those who took a paid dose at a private hospital. Even better off are those who took the jab while being pampered at a five-star hotel.
Consumer society has a habit of creating a pecking order where none existed earlier. Successful brands recognize this human craving for bragging rights. A set of customers crave to show off. They want to prove their one-upmanship compared to others. These customers need bragging rights to feel better. They want to fill their social media feeds with pictures and videos of their achievements. Many brands cater to this need.
Can your brand help them show off and look better than others?
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