For businesspeople who want to see their company or brand break through, this book is both essential and entertaining reading. For the rest of us, the author provides a window into our decision-making processes, and how emotion-based illogical leaps drive our support for movements, whether they are political, commercial, or related to popular culture. Why do more than 30 percent of Americans believe President Obama is a Muslim? Why do most fans who supported Dove®'s "campaign for real beauty" feel comfortable ignoring the fact that the brand's parent company, Unilever, was also behind the Axe® campaign, a brand that has blatantly stereotyped women? Why is Yoko Ono still held responsible for the breakup of the Beatles? These and other random, yet related, questions are explained in here. An advertising and communications expert traces the fascinating process whereby a passion for an idea, a politician, a celebrity, or a brand gives rise to a set of illogical beliefs that becomes the basis for a powerful movement. Conventional wisdom has it that spin doctors and Madison Avenue are responsible for manipulating our thoughts, causing us to endorse ideas or buy products that we would otherwise reject outright. Holden shows that while advertising and propaganda can provide a spark and social media provides the kindling, individuals create consumer, political, and cultural trends based, more often than not, on thinking that they know logically to be flawed.
Share your thoughts on the Second That Emotion Psychology & Psychiatry eBook with others!
|Title of eBook: Second That Emotion|
|Release Date: 09-18-2012|
|Publisher: Prometheus Books|
This eBook download is available in the following formats:
|Parent title||Second That Emotion|
|Devices||Samsung Tablet, Apple Ipad & Iphone, Barnes & Noble Nook, Kobo eReader, Aluratek Libre, Iliad, Nokia, Blackberry, Hanlin|
|Note||ePub, short for electronic publication is one of our favorites and should be yours for a couple of reasons. ePub offers reflowable text giving you flexibility to manipulate how the content is presented. Moreover, lots of cool features are now being developed for the reader like advanced video and audio. ePub is now an industry standard, so all of the "non-propreitary" hardware manufacturers are now supporting it.|
Second That Emotion
Chapter OneTHE ROLE OF SOCIAL CONTRACTS
"Half the promises people say were never kept, were never made."
—Edgar Watson Howe, E. W. Howe's Monthly, 1911–1937
Social contracts represent the essential ingredient in creating movements, whether those movements are historical, political, populist, or commercial.
There was a moment in the 2008 election campaign when a rather shambolic woman approached the platform at one of Senator John McCain's rallies to express her concerns about Senator Barack Obama as a future president. After some inaudible words of support for the candidate, she stumbled toward the real emotional basis of her opposition to Senator Obama: "I have read about him and he's an Arab!"
In that moment, the truth behind the cause she felt she was part of—and the basis of her illogical beliefs—was revealed. The fact that it shocked Senator McCain was evident. In an unguarded moment, he spontaneously countered her words: "No ma'am, no ma'am. He's a decent family man and a citizen that I just happen to have disagreements with."
The disappointment among the assembled crowd was audible and palpable. Senator McCain's gracious and reasonable statement literally sucked the life out of the room. In that moment, the senator had broken the terms of a social contract that a group of his supporters had entered into with him, but which he wasn't fully aware of. In a heightened emotional state, these supporters had taken a set of facts and morphed them into a reality that was meaningful to them. The terms of their social contract with the Republican nominee stated: I will support you if you recog...