THE PSYCHOLOGY OF SHARING

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Talking about our own thoughts and experiences activates the rewards system of the brain, providing that same shot of dopamine we get from food and exercise – and that reward activity is even greater when people get to share their thoughts with others. Sharing a picture, video, advertisement or really any content achieves more than just a chemical reward – it is also an act of self-creation. Marketing researchers repeatedly find that the entertainment value, emotional power and the practical value of content can explain part of our motivation to share, and sharing can rise to a creative act in which marketing materials are used for self-expression.

Every social media site gives consumers the opportunity to acquire dopamine through self-disclosure, but brands have a unique opportunity to assist in the creation of consumers’ social identity and the achievement of their own goals – including bringing valuable and entertaining content to others, self-fulfillment and getting the word out about causes and issues that they care about. Brands can give consumers tools to get dopamine, look good and pay it forward in their community. In many cases, this is more valuable to consumers than anything brands can sell them and if a consumer receives this genuine assistance, he or she will advocate for the brands that provide it.

Source: Hawley, Dave. “What Sex, Food and Selfies have to do with effective social marketing.” Fast Company. March 19, 2014.

Published by dkachiros

My purpose is simple – to identify the authentic potential in brands, discover their beautiful truth and inspire them to tap into their purpose or their raison d'être (reason for being). This is a brand’s beautiful truth. Establishing that truth opens the door for fresh approaches and ideas that are unmistakably true to brand, yet breakthrough for consumers – suited for building businesses. It’s all about shattering category conventions, finding permission for new territory and ultimately building relevance and more meaningful experiences at every moment along the journey. I pride myself on getting people to fall in love with the brand, be it for the very first time and or all over again. Feel free to reach out to me if I can help in any way. Dixie Kachiros dkachiros@gmail.com dkachiros.com 214-596-8468

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