dmitridbSat, Mar 22, 2008 I'll try to answer that question of how...
You first realize that the brand-emotion connection was created by someone else.
Then you realize that the brand-emotion connection was created by someone else in order for you to enter a commercial transaction with them.
Then (Assuming this is the case, which is probably is) you realize that this commercial transaction probably isn't really a fair one, as a point-in-case, that dunkin' donut you're eating may have made the kid on the poster smile and it may be tasty, but from there you realize the ramifications of eating the donut, you realize the ramifications of diabetes and obesity and all that stuff, and you realize that you were deceived and ripped off.
Therefore you sever the brand's emotive quality from the one presented to one that fits reality better. That kid was paid to smile on that poster, that donut doesn't really seem as tasty when you realize how lethargic and fucking gross you feel 5 minutes after chowing it without some preconstructed halo effect mitigating your feelings around the consumption and metabolic processes of the donut.
You stop eating donuts, you stop giving your money to the donut-pusher, you're done with that shit because the relationship's trust was severed through your realization of the truth surrounding the donut, you have now broke up with dunkin donuts through reclaiming your consciousness by a process of thinking about it in a sort of scientific way. It's all kind of like breaking up with a human being, really.
I'll try to answer that question of how...
You first realize that the brand-emotion connection was created by someone else.
Then you realize that the brand-emotion connection was created by someone else in order for you to enter a commercial transaction with them.
Then (Assuming this is the case, which is probably is) you realize that this commercial transaction probably isn't really a fair one, as a point-in-case, that dunkin' donut you're eating may have made the kid on the poster smile and it may be tasty, but from there you realize the ramifications of eating the donut, you realize the ramifications of diabetes and obesity and all that stuff, and you realize that you were deceived and ripped off.
Therefore you sever the brand's emotive quality from the one presented to one that fits reality better. That kid was paid to smile on that poster, that donut doesn't really seem as tasty when you realize how lethargic and fucking gross you feel 5 minutes after chowing it without some preconstructed halo effect mitigating your feelings around the consumption and metabolic processes of the donut.
You stop eating donuts, you stop giving your money to the donut-pusher, you're done with that shit because the relationship's trust was severed through your realization of the truth surrounding the donut, you have now broke up with dunkin donuts through reclaiming your consciousness by a process of thinking about it in a sort of scientific way. It's all kind of like breaking up with a human being, really.
http://oddee.com/_media/imgs/articles/a150_a12.jpg
http://oddee.com/_media/imgs/articles/a150_a12.jpg
http://oddee.com/_media/imgs/articles/a150_a12.jpg << This image illustrates their master plan pretty well. I guess the other half of it which I didn't mention is social acceptance through brand identification... Just like getting a trophy wife. Fuck that shit.