THE JONES EFFECT
“The Jones Effect explains the pull. The Shift is where you decide whether to follow it.”
I am somebody. I have a new Mercedes, my mate as a new Acura and a Honda Civic, my daughter has a new Lexus, and my son has two custom made Harley Davidsons. We live in a 6 bedroom house that has 2 acres of land and a backyard deck. We’re now working on one for the side of the house when I noticed our neighbors were building one for their backyard. We all graduated from Ivy League schools working now for corporate America, only working about 50 hours a week, and at least once a year, we travel out of the country for our vacations—usually for 2 week stints.
Okay, so when you were reading over the previous paragraph. What was going through your mind? Any form of we got it going on? What about, “Wow” they are doing their thing” or “Man, they are successful.” That was all pretend. You may see yourself in those words through. What words? The Jones Effect.
Okay for this family, they have a lot of products for their services. Why shouldn’t they if they can afford to buy a bunch of new cars… But let me ask you this, did any one sentence or statement stand out to you over another? Mercedes right? Okay, if you’re a hog lover—maybe Harley Davidson. Please pause here and reread the fourth sentence in the first paragraph? Anything standing out now?
That’s the Jones Effect. It’s a term I’ve pegged to explain what may more commonly know as “keeping up with the Jones.” As a consumer, once your intent is to show off or compete with another consumer’s purchases, you are no longer satisfying a need or personal desire—you’re now running on autopilot of competition. The mindset shows up in all ages and ethnicities. You might have experienced it personally. How is that working out for you—the Jones Effect?
There’s no denying we have all been affected by consumerism—and the influence through the game of advertising is the portal that gets us to there.
Interrupt the Script™