As I continue the research process the Pioneer database has allowed me to learn more about my topic. One of the main ideas I seem to come across is the science behind social proof. An article I found defines social proof as “influence created when one discovers that others are doing something.” This seems to be what makes top brands sell even more. According to http://web.a.ebscohost.com/ehost/detail/detail?vid=10&sid=45fba71b-c1ad-4f0b-81dd-731040fa471a%40sessionmgr4007&hid=4112&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#AN=118038000&db=aph this influence comes from friends, co-workers, and most importantly social media. “Being mentioned in the media is extraordinarily effective, as having your brand or company featured.”  Another source I found was a report where people’s brand attitude and purchase intention was investigated. The authors found that with only a good virtual presence with acceptable product experience and consumer gains a better brand attitude increasing their intentions to purchase an item.  The final source I found using the Pioneer Database was a report where they try and discover a consumer’s decision-making process. To summarize several of the decisions are made because of brands.  “Brands are having a more important place in our lives each day. We may neglect it, but we all find brands extremely attractive, whether it is because they make us feel wealthier or more self-confident, because we think they have a higher quality than generic ones, or for any other reason.” 

The real question is how this all ties into the company Supreme. Supreme has a certain reputation, a reputation that fits all aspects of a young “cool” person. They seem to stay away from trends allowing them to create their own. The brand is unique, and one different from any other making the demand for their products extremely high. I think social proof has brought Supreme to a whole new level. People see famous people wearing the product on social media and automatically feel a need to wear Supreme. Consumers buy Supreme regardless of the price in order to feel wealthier and in order to be self-confident. Wearing the brand makes any person seem “cool”. Making this brand unlike any other generic brand, and more desirable then any other.

 

KERN,, MERILEE. “ESTABLISHING INTEGRITY TRUST.” N.p., Sept. 2016. Web. 26 Feb. 2017.

CHING-JUI KENG, WEN-HUA CHANG, CHIN-HUA CHEN, and YA-YI CHANG. “MERE VIRTUAL PRESENCE WITH PRODUCT EXPERIENCE AFFECTS BRAND ATTITUDE AND PURCHASE INTENTION.” N.p., 2016. Web. 26 Feb. 2017. <http://web.a.ebscohost.com/ehost/detail/detail?vid=15&sid=45fba71b-c1ad-4f0b-81dd-731040fa471a%40sessionmgr4007&hid=4112&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#AN=114485102&db=aph>.
Hibić, Sulejman, and Poturak, Mersid. “Impact of a Brand on Consumer Decision-making Process.” N.p., 2016. Web. 26 Feb. 2017. <http://web.a.ebscohost.com/ehost/detail/detail?vid=16&sid=45fba71b-c1ad-4f0b-81dd-731040fa471a%40sessionmgr4007&hid=4112&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#AN=119069290&db=aph>.

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CC BY-SA 4.0 Brand Addiction by Ben is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

15 Comments
  1. Marren 5 months ago

    wow! this is amazing 🙂 and so true. Its crazy how people will spend hundreds of dollars to buy a brand. Brands influence fame, popularity and wealth and is very important to many people for their self image. I think your topic is really interesting!

  2. Jada 8 months ago

    Dear Ben,
    I agree with you that teens today are heavily influenced by brand that they see advertised by celebrities, or worn by other people their age. “People see famous people wearing the product on social media and automatically feel a need to wear Supreme.” As I agree with this, I also disagree because, some people wear the brand because they genuinely like it and the way it looks. For example, some people wear things before it’s popping and everybody else wants to cop it. It all really depends on the person because, I have seen some people who wear brands just to look cool, even if they don’t really like it. I have also seen other people who wear brands because they personally like it, not because of other people.

  3. Karishma 8 months ago

    Dear Ben,

    I am fascinated by your post, “Brand Addiction,” because it is actually true. It describes how many people react to a trend and it shows how people only buy this expensive clothes that are “trending” to raise their self-confidence and feel good about themselves. Trends such as these, are supposed to increase “popularity” and make people feel wealthier or “higher class” than others.

    One sentence you wrote that stands out for me is: “The brand is unique, and one different from any other making the demand for their products extremely high.” I think this is interesting because it shows that people want unique brand that will make people show interest in a person’s clothes and make the person feel “cool” or “popular.”
    Another sentence that I was intrigued by was “People see famous people wearing the product on social media and automatically feel a need to wear Supreme. ” This stood out for me because it illustrates the desire of fancy clothes that make someone stand out because the outfit was worn by a celebrity.

    Your post reminds me of something that happened to me. One time, I felt that wearing clothes that were advertised was something that was “cool,” and I felt that it would help me fit in more at school if I wore something to make me seem prettier and more important. Now, i realize that I don’t need something worn by a celebrity, or something really unique to raise my self-confidence. I realize that it is better to just wear something that describes you rather than “wear” a different personality.

    Thanks for your writing. I look forward to seeing what you write next, because of how descriptive and interesting this topic is. It is something that many people can relate to and I hope that I later read more of these interesting posts.

  4. Isabelle 8 months ago

    Dear Ben,

    This article hit very close to how because as you said, people all around us in this era continue to use clothes to show or help to express themselves. Certain prices of clothes make people feel above others or even just to show how healthy they might be. Not considering the price, people theses days just buy clothing items for the main reason to show that they are “cool”.

  5. Humaira 8 months ago

    Dear Ben:

    I am compelled by your post, “<Brand Addiction,” because this is especially true for many students in my current school. Many students are enticed by companies due to other wearing their name.

    One sentence you wrote that stands out for me is: “An article I found defines social proof as “influence created when one discovers that others are doing something.”” I think this is true because many students today are influenced by fellow peers to purchase something just because it is on trend.

    Another sentence that I saw was: “consumers buy Supreme regardless of the price in order to feel wealthier and in order to be self-confident. Wearing the brand makes any person seem “cool”.” This stood out for me because I hear people buy expensive brands to stamp their “coolness,” So I completely agree with you on people buying brands for confidence.

    Thanks for your writing. I look forward to seeing what you write next, because your writing is enticing. It also goes with what is happening today.

  6. Julian 8 months ago

    Dear Ben

    I am surprised by your post, “Brand Addiction,” because for one, I find this true. Many people at my school have taken a recent liking to the brand Supreme, mainly because it has been advertised by famous people and worn my “cool” people at school. Many people at my school, plan on “copping an item”, which I think means buying a pair of said item (usually supreme).

    One sentence you wrote that stands out for me is: “People see famous people wearing the product on social media and automatically feel a need to wear Supreme. ” I think this is true because many people have told me that they have seen famous people wearing a brand and wanted to wear it. For example, white girl said that Rihanna was wearing “Creepers” and that she bought them because a famous person advertised them (rihanna).
    Another sentence that I viewed was: “Consumers buy Supreme regardless of the price in order to feel wealthier and in order to be self-confident.” This stood out for me because it is perhaps true since many people now considered cool in my school started wearing clothing of high wealth or cost and gained popularity.

    I do quite agree with you that many cool people wear popular/ expensive clothes to gain popularity or feel cool. One reason I say this is… Another reason I agree/disagree with you is…

    Thanks for your writing. I look forward to seeing what you write next, because this article was very intriguing

  7. Kesang 8 months ago

    Dear Ben

    I am surprised, about your post “Brand Addiction,” because I think this is actually real. This trend is going on and spreading around quickly. One sentence you wrote that stands out for me is: “Supreme has a certain reputation, a reputation that fits all aspects of a young “cool” person.” I think this is true and actually surprising how real this is. People think that they need brands to make themselves noticed. Another sentence that I noticed was: “ they make us feel wealthier or more self-confident” This stood out for me because I noticed in school that many people wear brands to stand out. They do this because they want to get known and want people to talk to them.
    I do agree with you that people gain their confidence by wearing brands. One reason I say this is because I’ve seen my friends become more confident in themselves because this brand makes them feel special. Thanks for your writing. I look forward to seeing what you write next, because I want to see other peoples’ opinion about the latest trends and why these things are happening.

  8. Fay 8 months ago

    Dear Ben,

    I am in agreement with your research post, “Brand Addiction,” because I often experience this idea of the millenial age being heavily influenced by social media. Social media has clearly provided a platform for brands and people prefer to blend with the majority of the crowd in order to achieve a level of popularity.

    One sentence you wrote that stands out for me is, “People see famous people wearing the product on social media and automatically feel a need to wear Supreme.” I think this is a good example of how people are immediately influenced to be “in” with the fashion because even though an item of clothing proves to be of high price and mediocre quality, people are still willing to purchase it.

    Another sentence that I read was “We may neglect it, but we all find brands extremely attractive, whether it is because they make us feel wealthier or more self-confident.” This stood out for me because the concept of the way people conceive certain brands is to obtain a validation by fellow peers. By purchasing a certain brand, people also categorize themselves into groups of friends.

    I don’t agree with you on calling this idea “Brand Addiction”. A better title would be, “Brand Influence”. One reason I say this is because saying that purchasing clothing from a certain brand is addictive is a huge statement. Another reason I disagree with you is that people don’t buy clothes from a brand because they can’t stop themselves. They buy it because they are influenced by what celebrities and social media tells them.

    Thanks for your writing. I look forward to seeing what you write next, because you have came up with some interesting ideas on the concept of branding and your interpretations from research.

  9. Lina 8 months ago

    Dear Ben,
    Supreme and similar brands are considered in currently, and kids who wear it suddenly fit in, which is more important that imagineable. Supreme gives teens in a large city a sense of community, and allows them to connect with people through the Supreme network in NYC, which is actually very tight-knit in a large city. ReSellers get to know other ReSellers who are also consumers and so on. Most customers get their funds from reselling their old supreme clothing which isn’t considered “hype” anymore.

  10. Eduardo 8 months ago

    Thanks for your article! I look forward to seeing what you make next, because I believe what you write, as I really agree!

  11. David 8 months ago

    Dear BEN

    I am intrigued by your article “Brand Addiction” because because I see people wearing this heavily branded things every day. Many brands such as supreme, stussy or other brands have high prices.

    One sentence you wrote that stands out for me is: Consumers buy Supreme regardless of the price in order to feel wealthier” I think this is important because it shows that the branding is so important people with this brand feel wealthy.

    Thanks for your writing. I look forward to seeing what you write next, because your writing is great and Cohesive. You also have lots of credited research

  12. Katerina 8 months ago

    Dear Ben,
    People only want to wear clothing like supreme because of the environment millennium kids grew up in. When it stated” People see famous people wearing the product” I believe people get bullied for the clothes that they wear. Also when it stated” Make us feel wealthier and more self-confident.” I believe not only do they want to look like famous celebrities, they want to fit in with the status quo. Thank you for writing what you believe I look forward to reading what you say next time.

  13. Katelyn 8 months ago

    I think that it is interesting that often times this is sort of an inward process, most people will not be able to tell the cost or even the brand of most clothing, so it seems weird that we would care so much about the brand. I think the point you brought up about people thinking that branded clothing has more quality is one that I often fall into.

  14. Sarah 8 months ago

    Nice job Ben. I agree with your statement that people will buy brand name products regardless of the price. Hierarchical diffusion has been a long time method of spreading products and what not. So if ‘cool’ people wear certain brands, resulting in that brand being ‘cool’, then if ‘uncool’ people wear it, is that brand still ‘cool’?

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