Tag Archives: Perception

Commercials: Not All Publicity is Good Publicity

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Commercials: you’re likely to absorb hundreds of them per day, via media such as the TV, radio and internet. As I have written about in a previous article, the average person spends 1/24 of his life watching commercials on television. That’s a quite a lot, isn’t it? But I don’t want to focus on this act of wasting our lives by consuming useless material. I want to take a look at the effect of commercials, and of marketing in general, on the perception of a company’s brand. Most companies seem to believe that any publicity is good publicity. They seem to think that – no matter how bad a commercial might be – it’s always better to have a commercial than to have no commercial at all. But the question is: is this true?

When you’re watching television, and you see a commercial of a brand you’ve never heard of before, what will be the effect of this commercial on your perception of the brand? Marketers seem to think that they’ve increased your ‘awareness‘ of their brand, in the sense that – consciously or not – you now know about the brand‘s existence. And this might very well be true. But then the question would be: is all awareness good awareness? Or can awareness – as created by commercials – lead to a (more) negative (instead of positive) perception of the brand by the customer?

I believe it can. I believe that whenever people see terribly non-funny commercials (as there are plenty of) on television, they associate the brand promoted in the commercial with negative values such neediness, pity and lameness. I believe that the next time these people are in front of, for example, a supermarket they’ve just seen in an utterly non-funny (but intended to be funny) commercial, they will think to themselves: ‘Come on, I’m not going to support such a quasi-funny company’, and they’ll decide to skip the store. Even though these people might have entered the store if they hadn’t watched the commercial, or if the company wouldn’t have produced the commercial in the first place. But now they’ve got all kinds of negative associations with the brand, they decide to skip the store and go to another store – which might have less awareness but still more positive awareness than the supermarket of the commercial. And this goes not only for the supermarket-market, but for any other kind of market as well.

Customers usually don’t care about whether a brand is well-known – note that this doesn’t hold for clothing brands and other products that depend for their value to a large extent on marketing. We just want to buy a particular good or a particular service. And the only thing guiding us to a particular store is our perception of this brand/store. And if this perception is negative – which it very likely might be as a result of a bad commercial – you’d consciously avoid this store, and move to a next one. Even though the particular brand might have put a lot of money into its marketing efforts, they’re worse off than they would have been if they hadn’t launched the commercial.

Of course, marketing – including commercials on television and radio – can have a positive effect on a company’s brand and consequently on the sales of the company’s goods/services. But only if the company markets the relevant aspects of its brand, and not just launches a commercial for the sake of showing how ‘funny’ it is as a supermarket. Most people won’t appreciate that: the intelligent people might feel like they’re being treated like babies, and will therefore consciously avoid the brand, and the less intelligent people might not respond at all to this irrelevant kind of commercials.

If want to get people to your store (or make use of your service), you have to stay close to the product your selling, because that’s where customers are coming for or not coming for. Emphasize your low prices, your current actions/sales or your great service, and skip the bullshit. Then, and only then, can marketing attract – instead of scare away – customers.

But what do you think?

Free Will and Why Determinism Would Not Change a Thing

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I want to take a look at what – at first sight – might seem to be a dichotomy between free will and determinism. I’ve written a couple of articles dealing with the question whether there actually is something that can reasonably be called ‘free will’, and – if so – what this might consist of. These are important questions, for if it turns out that there is no fee will – or that there’s nothing ‘free’ about our free will – then we are left with determinism, a position many people are uncomfortable with. I want to look at what the implications might be of assuming determinism to be true, and in particular at what this assumption would imply for our experience of free will.

When we think of free will, we usually think of a certain autonomous power, residing within our minds, that is capable of initiating (our) actions. Whether it is picking up a teacup or stroking a dog, if we want to perform an action, we seem to be able to decide (consciously or unconsciously ) to execute this action. Now, let’s ask ourselves: how would this picture change if it turned out that we are not fully autonomous in deciding to pick up the teacup or stroking the dog? What if it turned out that our brains are just responding ‘automatically’ (that is, by triggering evolutionary developed neural networks) to the stimuli received from our environments? What if – in case of you picking up the teacup – the stimuli of (1) you being in the living room and (2) it being cold, trigger your neurons into making you believe you want to pick up the teacup and making you in fact pick up the teacup? Note the ‘what if’ in the former sentence, because theoretically it is possible that this is how we come to ‘decide’ on what actions to perform; just by means of nerve cells responding to external stimuli.

The truth of the matter is that we don’t know – and we might never know – whether this is the way our actions come about. It might indeed be that our actions – and thus our decisions – are fully deterministic in nature. However, it wouldn’t make a difference if this would be the case: not as long as we keep on having the perception of having a free will. Even though we might come deterministically to the actions we perform, we still experience the sense of free will. And this experience will not change, not even if we’d come to know that our actions come about fully deterministically.

Because think about it: what if it would turn out that you – who considers him- or herself to be a creative person – depend fully upon the aforementioned neural networks and stimuli for coming to your ‘creative’ ideas? Although you believe you came up with the ideas ‘all by yourself’, fully autonomous and purely free, it turns out that your ideas are a logical result of the environment you’re in and the configuration of your neural networks.

At first you might feel a little hurt in your ego, but when you start thinking about it, you quickly come to realize that this observation doesn’t change a thing. After all, your experience of having a free will is exactly the same as it was before – when you truly believed to have free will. You can still do anything you want to; you’ve merely come to know where this “want to” finds its origin. You have come to know that you don’t have a free will; but you still experience having a free will. And since experience is all we have, nothing has practically changed.

But what do you think?