hedonic adaptation
As if by magic, I had just began to understand this idea of hedonic adaptation.
We get used to things and novelty wears off.
We get used to ourselves too, so a process in which the repetition of small positive experiences - rituals, if you like - such as doing some exercise, just putting on a happy face or pulling on your Levis, can actually have a long lasting effect on our general well-being.
Behaviour shaping how we feel and think.
We want to feel good about ourselves and so we use stuff that makes us feel good about ourselves.
Of course we inherently know this, without necessarily knowing.
So marketing and advertising that provide customers with 'hedonic boosts', little reminders of the feelings that we had when we first used a product, for instance, can be super effective.
That's one of the simple insights here.
And a brand’s attribute associations are stronger when we view ourselves as having as having those personal attributes.
What I can't get my head round is that after many years of being the 'digital' guy, the communications that I'm getting most excited about these days are not digital ideas at all.
