7
Connection
How the Need to Relate to Oneself and Others Affects Consumer Thinking
Humans have a basic need for affiliation. This need played a central role in the evolutionary development of basic social units.1 The need to relate to others and to oneself has also established connection as a major and pervasive viewing lens for all manner of issues, as we will see. It drives interest in Internet chat rooms, brand-oriented clubs such as Harley Owners Group (H.O.G.), dating services, and a variety of so-called badge brands.
Cisco Systems, a major supplier of networking equipment and network management for the Internet, recently undertook a major rebranding initiative because its managers felt that a true emotional bond with its customers was ...
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