“Beauty is in the eye of the beholder.” Or – to put it less cryptically – affection is fundamentally subjective in nature. In other words: there’s no single true conception of what to (dis)like. Some people “just happen to like” red and other people “just happen to like” blue. And – in contrast to our “knowledge” of what does and what doesn’t exist in nature, and in contrast to our political conceptions – we have no conscious reasons for liking something. And note the word “conscious” in the previous sentence.

Because we might have reasons for liking a particular brand of whiskey more than other brands, or for liking to wear ragged jeans with stains all over them instead of regular and decent jeans. We might “believe” that our brand of whiskey “just tastes better” than the other whiskeys, and that the ragged jeans that we like “just looks better” than the other kind of jeans. And it is this “just” tasting better or “just” looking better that is reason enough for us to buy the product associated with this feeling instead of the other products. It’s after all not our fault that we just happen to like these products, right? It’s just the way it is; it’s our nature. And why wouldn’t we accept our true nature? That would be nothing but a kick in the face of our identity, wouldn’t it?

Can you imagine how easy it must be for a marketer to lure us into buying his product? He only has to make sure that we “just happen to like” his product. Because that alone would be sufficient for us to run to the shops and buy it. And do you know what the best part of all of this is? They can mold us any way they want to. They can keep on promoting their products all day long until that point of no return is reached at which the person “just happens to like the product”; until the person reaches the point that he no longer needs any excuses for buying the product. The point at which the person feels capable of legitimately buying the product he “likes” in order to feed his “affection”. And that’s it. Case closed.

We don’t know how our affections are being created; how they are molded and how they are manipulated. All we know are the end products flowing out of the realm of our unconsciousness and into the shining light of our consciousness. So even though our affections might be kneaded and sculpted, even though we might be indoctrinated and deceived, all of this takes place within our unconsciousness; all of this takes place off stage, a domain that we do not have access to. All we know is what comes out of our very own factory of unconscious longings. And at that point, the point at which the affection enters our conscious experience, we are lost. Because it is then that a little voice inside of our head tells us, “you must not resist who you are. Face it: you just happen to like this product. Go for it!”

And that’s how we came to like those ragged jeans of ours.

But what do you think?