Consumers crave narrative in their purchases from "summary" of Buying In by Rob Walker
Consumers are not just buying products; they are buying stories. In today's market, a product's narrative is just as important as its functionality. People want to feel connected to the things they buy, to believe that their purchase reflects something meaningful about themselves. By creating a compelling story around a product, companies can tap into this desire for connection. Whether it's a brand's origin story, the materials used in a product, or the way it was made, every detail contributes to the overall narrative. Consumers are not just purchasing a physical object; they are investing in a larger story that aligns with their ...
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