However, the cultural inception idea is not about some sort of Pavlovian response. You don't actually get to taste what's for sale in a supermarket, so it's an abstract choice. And with little to no information to work off of you make a split second decision after split second decision which is draining. In that situation simple familiarity is worth a lot. Similarly, your not actually going to test drive every car in your price range on the market.
That said, signaling is a big part of advertising. If nobody knows you just spent 20k on a watch it's harder to justify the purchase.
> Anyway, there are lot's of forms of advertizing.
I think this article is specifically referring to branding advertising as opposed to educational, informative, direct response, etc...
re: watch purchases, those that spend 20k on watches are usually people who can appreciate the amazing craftsmanship, mechanics, and art form behind it. Here is a mindblowing video of a Corum Golden Bridge being made. https://www.youtube.com/watch?v=NOdmoGoh3ck
I am not discounting the status symbol of owning a $20k watch...but I could just as easily impress lots of people with a TAG watch for 1/10th the price. or a Patek Phillipe for half the price.
However, for comparison Intel is manufacturing at 14 nm which means their features size is ~30 atoms wide. Or ~1 million times more precise than those watches and few people care. High end watches became a status symbol in the 16th century and technology has simply progressed to the point where there low tech by comparison.
Anyway, people who buy 20k watches are generally the kind of people that can afford to buy them. It's simply not a major purchase to most of them.
Its not about the tech perspective of the mechanics, its about the fact that a human being crafted by hand this amazing mechanical watch. Personally, I am blown away that its even humanly possible to craft watches like this Golden Bridge by hand. Its like wearing an original picasso on your wrist.
There are plenty of people that can afford to purchase them that don't as well. I think you need a deep appreciation for the art to be comfortable dropping $20k on a watch even if its a drop in the bucket for you.
Anyway, there are lot's of forms of advertizing. From informative "talk to your doctor about ED" to simply memorable. https://www.youtube.com/watch?v=pVcbasIb8lQ
However, the cultural inception idea is not about some sort of Pavlovian response. You don't actually get to taste what's for sale in a supermarket, so it's an abstract choice. And with little to no information to work off of you make a split second decision after split second decision which is draining. In that situation simple familiarity is worth a lot. Similarly, your not actually going to test drive every car in your price range on the market.
That said, signaling is a big part of advertising. If nobody knows you just spent 20k on a watch it's harder to justify the purchase.