Retailer Abercrombie & Fitch is offering “substantial payment” to Mike “the Situation” Sorrentino and other members of the cast of the TV reality show The Jersey Shore. To receive the payment, the cast member must pledge not to wear A&F clothing on the show.
“We are deeply concerned that Mr. Sorrentino’s association with our brand could cause significant damage to our image. We understand that the show is for entertainment purposes, but believe this association is contrary to the aspirational nature of our brand, and may be distressing to many of our fans,” read the announcement. “We have also extended this offer to other members of the cast, and are urgently waiting a response.”
Well, first off, if what you’re aspiring to is proper grammar, make that, “…urgently awaiting a response.”
Beyond this, even if only a silly bid for publicity, the A&F announcement is more about disassociation than aspiration. Consumer psychologists talk about aspirational groups, to which a shopper wants to belong, and dissociative groups, from which a shopper wants to distance themselves.
Since The Jersey Shore is a hit show, envy plays a part. Research findings from Tilburg University in the Netherlands indicate that when a consumer shopping for a product envies someone who owns that product, they’re willing to spend more money on their purchase. In some cases, it’s more money on the product owned by the other person. In other cases, it’s more money on a competing product.
When a shopper believes the other person earned the right to the advantages of owning the product, that shopper is willing to pay a premium for owning the product themselves. The extra money is like a tribute to the respected person.
What about the shopper who believes the other person doesn’t deserve the good fortune? There is then a desire to show that what the other person possesses isn’t so great, after all. In the research study, people with this malicious envy were also willing to spend more money, but on a competing product.
So did A&F do it properly? The day after the announcement that Abercrombie & Fitch would pay The Jersey Shore cast to stop wearing A&F fashions, the retailer’s stock ended down about 8%. Of course, the whole stock market took a substantial tumble as well, and I’m confident that had to do with the world’s economic situation, not The Jersey Shore’s The Situation.
Click below for more:
Redirect with Evil Envy
No comments:
Post a Comment