https://www.findingsreport.com/tags/social-sciences/Recent content in Social Sciences on The Findings ReportHugoen-usSun, 18 Jun 2017 17:15:00 -0700https://www.findingsreport.com/2017/06/18/are-you-in-or-not/Sun, 18 Jun 2017 17:15:00 -0700https://www.findingsreport.com/2017/06/18/are-you-in-or-not/<p>Did you sit on the senior quad? How often do you get invited to the hottest events within your industry? Or, more relevant to the current times, how much do your Instagram pics get liked?</p> <p>All of these circumstances deal with degrees people feel of inclusion or exclusion. It’s a primal feeling—a feeling that is often purposefully induced by marketers. Most brands choose the route of inclusion (e.g, <a href="https://youtu.be/ib-Qiyklq-Q">Coke’s infamous “teach the world to sing” campaign</a>) while others go for the more controversial choice of exclusion (e.g., <a href="https://www.adweek.com/brand-marketing/equinoxs-provocative-new-campaign-2017-all-about-identity-175343/">Equinox’s “Commit to something” campaign</a>). The exclusive choice is a favorite of luxury brands and counterculture brands. The objective of this strategy is to reinforce the unique value of the brand by explicitly stating who qualifies and who doesn’t, implicitly relying on the fact that everybody wants to feel special.</p>