Do you ever wonder why a wife stays with an abusive husband? As much as those of us who are not that wife find it difficult to understand, I think it’s because of something I refer to as The Whole Package (TWP). I believe that the lady in question adds up all the other factors (place to live, their kids, getting another job, psychological reasons, his looks and status etc.) and decides that the pros outweigh the cons, however bad those cons might be.
For a more a more lightweight example, it’s the same as when you choose to watch an Edward Norton movie despite the fact that you’re not keen on him. That movie might be what your other half wants to see; the subject matter might be of enormous interest to you; it might also star Natalie Portman; you’re just not in the mood for a romantic comedy. So TWP is assessed and you see the movie.
Bus or tube?
Thick and beautiful vs clever and ugly?
Giving to Amnesty over the Red Cross?
Go to the loo before the meeting or risk having to leave during?
Evian or Volvic?
Visit grandma or leave her lonely for another week?
Maybe I’m stating the obvious here, but there are hundreds of factors involved in the various decisions you make on a daily basis.
And advertising can be one of those factors.
Often one tiny one in a crowd of other angels and devils sitting on your shoulders.
It might well have no bearing on your decision at all, but it’s one of the few parts of the process that the owners of the product can control. They can’t tell if you’re in a Twirl mood versus a Twix mood. They have no idea if you have enough change in your pocket to buy an EAT club sandwich. They don’t know if you were planning on buying a Nissan Micra, but just before you got to the showroom you received a text informing you that your hated next-door-neighbour, who happens to own a Nissan Micra, has been making the beast with two backs with your wife.
They can just spend thousands/millions trying to create a good impression and hope that it makes a difference to TWP.
No one said it was easy.