Social proof - what is behind the desire for feeling safe in brand choices?

ViVi 03/11 page 31

Magazines are not just pages for advertisements, they are different worlds, very distinguished environments, and readers expect their magazines to present them with inspirations that fit their styles and models they aspire to. Ignoring these expectations will create tie-ups that lack resonance, that do not generate interest in the brand, and will ultimately produce a negative brand image. It is like going to a party in the wrong dress.

The true power of social proof can pay big dividends in your attempts to persuade Japanese consumers to take a desired course of action. The key in Japan is to understand what is counted as social proof and to see that for a person following a certain magazine, that magazine is considered social proof and the message is relevant to her, while another magazine is not.


Unlike in other countries where advertisements are mostly intended to establish an abstract brand image, a successful communications strategy in Japan is focused on one thing: the legitimization of the brand.
Young Japanese fashion consumers—particularly females—only want to buy brands that are seen as "correct" or "socially acceptable." Girls want to wear legitimate brands because that gives them the assurance that no one can criticize them and they will not upset the social order. Although this consumer insight sounds somewhat extreme, it is only that Japanese consumers are just much more concerned with the social aspect of their fashion than their counterparts in other markets.

We want to focus the attention of brands to the highly important comments that we picked up in every discussion on brand images that we ever hosted. The following quotes are representative for what we heard in many different versions, yet with a clear underlying message:

1) They do not advertise in MY magazines, so I thought the brand is not for me. 
2) They use models that I don't like and can't relate to, so I don't check out their offerings. 
3) My friends don't like the brand, so I am not inclined to every check it out. 
4) They advertise in so many different magazines, I am confused who they are targeting, so I don't consider checking out their products."

Let us translate the above in more detail. What are the feelings behind these statements. But please remain aware of the fact that "we know that people's ability to understand the factors that affect their behavior is surprisingly poor. In asking themselves, 'What would motivate me?' they might well have discounted the very real influence that others would have on their behavior." [Goldstein, Martin Cialdini (2008): Yes!]. The following accounts are explanations of social dynamics, often complex, and many times not understood by the consumers themselves. Different consumer segments might also have different reasons. The ones below are examples.


1) I chose the magazine because I realized that if I follow this specific style in my network, people will react to me in a certain way. I have to follow the style propagated in my magazine, in order to be sure that others will see me following that specific style that has the desired effect (that I found out will happen). If I wear a brand that is outside this style world that I decided makes me feel comfortable, I run the risk of being criticized, or that my message gets diluted, that people think I am a different style or not oshare. That might ruin the effect, so I am afraid. I don't feel safe and comfortable choosing that brand. 

Elle Girl 2011/03, page 31

2) I know that certain people like the same models and how they dress, and more importantly, what roles they play in my networks. If I chose brands that those models endorse, I can be pretty sure that the majority of those friends/people in my network who like those models, will also like the brand, because they will feel like me about it. So I can feel safe choosing the brand. I can predict the development of the brand in my network if this model is wearing it. Certain people will like it. Then I can decide if I want to be like those people. If they chose too many different models, then I will get confused. Who will like the brand? Who will wear it? Other people will feel confused, too, so it becomes a social gamble. I feel insecure, so I don't choose the brand. There are other brands out there that are cute and my taste, that do not produce that insecurity. 

3) I talk with my friends everyday. My relations with them is good, but I had the experience before, when I did something that upset them, that they stopped calling me, or treated me with distance. Other people saw that and joined in. I am very afraid of being left out. If I show too much individuality, then people might stop liking me. That might or might not be true, but I don't know. It stresses me to just think about it. I want to talk with my friends about the brands I like. It's so much easier if I choose brands that are safe. You know, there are so many brands that are considered safe, they do it right in magazines and with the models, why should I care to choose from the ones that produce confusing messages and are criticized by my friends. 

4) If I am confused about who they target, then others will be confused, too. That makes me feel so insecure. If I would wear the brand, others might get the image that I am not oshare or I don't know what I am doing. I love the social position I am in right now, so I don't want to risk that. My friends criticize brands pretty fast when they (the brands) do a mistake. I want to purchase a brand that does the right messaging, makes no mistakes. I want to trust the brand, that it will not do something confusing or stupid in the future. You can feel that, you know. If you look at the magazines and how they do advertisements. You can see if they know what they are doing, if they understand the way we think. If they do, I feel safe. I can choose the brand anytime and it will be no mistake.