The truth behind the fan economy: when feelings become added value

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Guide: A lot of people have found: Now a bit famous people, are not in their own line, popular Cross-border, make fans of money. Hammer mobile phone "feelings" marketing to do a good job, "small time" also in the doubt sound all the way.

Many people have found: now a bit of fame people, are not in their own line, popular Cross-border, make fans of money. Hammer phone "feelings" marketing to do a good job, "small time" also in question sound all the way, repeatedly create box-office success, Han Cold's "after life" has not been released has let the fans itch difficult to scratch, even has always advocated the rational "Luo thought", but also sold a "true love" moon cakes. This is a big fan of the economy of the era.

The quality of the product itself is good or bad I do not understand, but also own professional to judge. But whether the hammer phone or the true love Moon cakes, their quality is no longer important. Consumers pay, not for the goods themselves, just to support the idol.

Man is a rational animal, which is the basic assumption of economics. And psychologists have long questioned this, and they found that even in the simplest of buying behavior, people often make irrational decisions. In the fan economy, this is a common example. For example, to buy a movie ticket, from the perspective of rational decision-making, the cost is certain, the benefit depends on the film itself, so whether directed at the plot, directed at special effects, directed at the star, even to sit in the cinema to drink Coke to eat popcorn and pay for the behavior, can be counted as a degree of rationality. And irrational is similar to: "After the period" I must buy a ticket to see three times, because I do not want to let its box office than "small times 3" low! In fact, when making a decision, even if the film is about what the story may not know, just for a sigh of relief, on the final.

This irrational purchase can often lead to controversy. One side is the powder of no regrets, one side is bitterly black. Whether it is a critique of the idea of the "small time" or a dispute over the capacity of a hammer cell phone, the final defeat is a rational bystander. The people who buy things, the money has been paid, the people who sell things, look forward to noisy the better. A willing to fight, a willing to get. Onlookers can not stand the way, had to angrily said "brain residue powder", "low IQ tax." But brain residue and low IQ are just venting discontent, not explaining the reasons behind this behavior.

Fans often have smart people, they are very good in the field of expertise, but also enthusiastic fans, singers, fans, willing to give everything for their idols. They call this state "into the pit", and accordingly there is a "hole". Although the IQ is still so high, but from "outside" look at the "pit", it is difficult to understand the enthusiasm.

Their personal feeling is: "When the fans, feel particularly good." Their psychological needs are met.

The first level of demand that is met is the social attribute. Being a fan of a person means merging into a huge group. Collectively give people support. It lightens the individuality of everyone and strengthens the common attributes within the group. On Weibo, many Luo fans will change their head to the logo of the hammer phone. This gives the person who is in it a strong sense of identity and pride, as if to say: "I am one of them, I am not isolated." The little "I" was gone and replaced by a stronger, more influential "I". This can fill our emptiness in real life.

More than that, the "pit" will be followed by a more intimate emotional connection with idols. Psychologists Winnicott that fans love a star or movie as a transitional object in their growth, and their fondness for stars is akin to the focus and illusion of play, "as a bridge between the fans ' ego and the external world." Therefore, the fans of the idol feelings, than "worship", "appreciation", "love" more profound and strong. It is a psychological intimacy, akin to parent-child, or partner attachment. Although this kind of attachment is one-way, but it is more sweet than the feeling of unrequited love, because the idol will not reject fan attachment, but occasionally give fans a little response, let them taste a little sweetness. This is enough for fans to think that there is an unbreakable bond between themselves and their idols.

With this connection, further, there will be recognition. The idol succeeds, the fan also can follow happy, the idol encounters the difficulty, the fan also can not help wanting to contribute. This sense of identity, like some parents, in the child to find the value of life, as if the child's achievements are equal to their own achievements. As long as the "own" family children, how to look good. When fans identify with idols, the idol becomes an embodiment of "oneself", the value of the life of the Idol, also contains "own" an honor. Even if the idol does not do well, fans will be scrambling to defend him: "Do you know how hard he is?"?—— to his family's children, parents always have a justifying mood.

So more and more idols learn to tell stories. In the story they dreamed, rebelled, tried, gave up, loved, hated, suffered ... These experiences we all have, so it is easy to resonate emotionally, thus saving time and effort to gain more support (not just by talent or achievement). Many of the picks are slowly becoming the "story story".

From this, we can see the social soil of the fan economy: a lonely, empty, individual infinite small age. The world is too big, the distance between people is too far, far to every point of relationship is precious. There is no place for our innermost feelings, so we have to give our idols to strangers. To hold him to infinity, as if we had magnified ourselves, to help him realize his dreams as if our own values had come true. So the real most valuable commodity, is actually the sentiment. In this era, the true feelings of how much money to buy is not expensive, not to mention a mobile phone or a movie ticket?