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speeding_snail · 4615 days ago · link · · parent · post: No more dumb old dad: Changing the bumbling father stereotype
People don't like the unknown. Don't like change and like to push everything and everyone in a cubicle (pigeonholing or "hokjesdenken" in Dutch). We like categories. It makes us feel like we have control over our lives and surroundings. Stereotypes are a logical consequence of this way of thinking. We create a stereotype, attach a few persons to that stereotype and we think we know what we can expect.
When applied to marketing, we have to see what the goal of marketeers is. This is to sell a product, right? How do you sell a product? By making it feel familiar. Stereotypes are familiar. We know what kind of person would buy the product. We can relate, because it is a stereotype. We know what we can expect and where the product fits in our lives. In short, it is all about feeling in control and expectations...