A longing to be different benefits society. We all aspire to stand out from the crowd, and savvy merchandising experts prey upon this desire. From personalized offers to pricey memberships and costly upgrades, advertisers entice us with the allure of exclusivity. This effective marketing strategy generates revenue and stimulates the economy. The following episode perfectly illustrates this point.
Bill, a casual acquaintance, recently purchased a 2014 hatchback with electric power train. As the only one on the block, this new sedan garnered loads of attention. While Bill relished in the spotlight, he lectured others on fuel efficiency, alternative energy sources and motor vehicle emissions.
"In the conventional roadster I traveled 1,000 miles each month and spent about $300 a month on gas," Bill gloated over his $30,000 investment. "With this beauty I can drive the same distance for roughly $30 a month. Do the math—that’s a $270 saving!"
Bill’s cutting-edge decision was unique; it immediately distinguished him from the neighbors. He bragged about his new ride around town, while the rest of us gas guzzlers marveled at the innovation. For a while, it appeared as though Bill would maintain this distinct honor.
However, weeks later a nearby resident cruised into her driveway with an upgraded all-electric conveyance. Stacey’s mint green model included tinted windows and a sunroof, features lacking in Bill’s version....
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