Expressing Loyalty In The Online Community

I read an interesting article at YouAreNotSoSmart.com last month and have been meaning to share it's insights for a few weeks now. It attempts to dissect the behaviour of online communities, forums and blogs to become so heated and aggressive in their opinions in digital conversation. We see lines being drawn constantly between Brand Lovers ("fanboys") and Brand Haters ("hostages") on the digital battlefield of web forums, comments pages and status updates.

David McRaney offers an interesting insight into the psychological aspect of fanboyism:

The Misconception: You prefer the things we own over the things we don’t because we made rational choices when we bought them.

The Truth: You prefer the things you own because you rationalize your past choices to protect your sense of self.

I find it an interesting argument for why people become so anonymously aggressive in the world of digital debate. To imply we respond (in any way) to a comment about a brand to defend our most private sense of self is powerfully intriguing...

It's the reason why Apple would rather show us the people who use their computers (I'm a Mac!) rather than the (rational/empirical) features of their computers. It's the same with McDonald's, who not longer tell you what's on their burgers, but rather show the people that find solitude and satisfaction by consuming their burgers. It doesn't matter if they're healthier or cheaper or faster, it's the lifestyle and image they're trying to push (even if it is more artificial than their flavourings).

At the end of the day, when making decisions, it's just easier to go with emotions than rational thought. There's too much to consider if we try and rationalise everything. Emotions are far more efficient at convincing us we've done the right thing, made the right choice, and bought the right product. "Gut instinct", that most primitive of concepts and enemy of the rationalist, still serves society with more impression that any of us would admit to.

Anything you own by choice, like it or not, you are consciously a slave to defend. Brands are the colours that signify which army you aline with in this fertile digital war of words. By protecting brands we are protecting ourselves... Loyalty doesn't get much better than that!

Read the full article HERE.