Not the advertising or “influencers”, even Hollywood stars. The recommendation sources have more weight in the minds of consumers are ordinary people whose only notable feature is proximity.

Family, friends, acquaintances, or anyone who is perceived as an equal, can have an influence on consumer opinion provided that such opinion is perceived as disinterested.

These influences work because the willingness to trust our fellow men is rooted in the depths of the human mind, to a depth that can hardly get traditional advertising.

This tendency to trust is due to the human need to work together to be more productive. Sharing information and experiences is perhaps the best way to achieve optimization effort involved in obtaining the necessary resources for subsistence.

Therefore, thousands of years of adaptation to this mechanism, so deeply integrated into our subconscious that even today, in the era of mass consumption, continues to weigh as a decisive factor.Continue reading →