The Provincetown Helmet Insight
It turns out that what actually happens is this: a couple stands at the rental desk and the counter-person says, “do you want helmets… they’re a dollar each.” One person starts to answer, but glances at the other. Then a subtle form of bullying starts.
I think this is interesting; however I think the use of the word ‘bullying’ is less correct. A better distinction is social control.
I have two examples where I can see some similarities. One, my lawyer has a friend that has moved from the city out to the country.
With that move her friend has developed some new attitudes that are a bit shocking to us city-dwellers, it isn’t important what was actually said, rather that it a common occurrence. I am sure a lot of big city folk can remember a time when someone from a small town said something a little out there, maybe a little racist or prejudice.
The other example is when people are driving. The things people do when they are in their car by themselves (or even with someone). Nothing is scarier than when you are with someone and they go totally nuts because someone cuts them off. Suddenly you become aware that they are completely out of control and in a car that is especially dangerous.
The similarity between my examples and Seth’s is the power of social control. It is amazing how quickly people can change when left to their own nature and devoid of the repercussions of the scorn of other’s.
I think understanding herd mentality is a key for excelling at marketing. That is probably what marketing all boils down to, but I think the helmet story is a good example of what is happening everyday to each person that comes into contact with another person.
We are all making opinions about what is socially acceptable and in our instinct to be liked we adhere to these pressures.
Seth’s example shows how this social control operates on every level of human interaction. The more a shop owner (or a corporation) can convince the public that their product supports a social rule the more successful that entity will become.
