Showing posts with label Raymond Loewy. Show all posts
Showing posts with label Raymond Loewy. Show all posts

Wednesday, 15 November 2017

The psychology behind a human mind to define something as cool

We all like something. There will always be things that you'll see and then you'll be like, Okay that's cool. The word 'cool' could be defined as  good, excellent, interesting, fun etc. But, what goes inside that beautiful mind of yours when you brand someone or something as cool. Have you ever wondered, why you like what you like. If you did and couldn't find an answer, then we at LaPercy have an answer for you.

So, why do we like more familiar things better? For songs, it doesn't matter much. Lots of songs are pretty, and if you hear them a few times, you will like them. So, it isn't obvious why familiarity should affect how much you like songs.The cognitive system uses familiarity as a way to judge that something is relatively safe. Let's think first about what happens when you encounter something unpleasant.If you are exposed to something unpleasant, then you have a very negative reaction to it. You might feel pain, or get scared by it, or feel disgusted. The cognitive system is very good at storing information about these unpleasant experiences, so the next time you encounter that thing again, you immediately get a signal to avoid it.

In psychology, the term used explain this is called Mere-Exposure effect. This is basically a phenomenon where people feel a preference for people or things simply because they are familiar. Also known as the exposure effect and the familiarity principle. This is interesting because it has no basis in logic. Just because we see a stranger occasionally does not make them any more trustworthy, we just feel like they are because we “know” them. Sounds simple, right.

 Another concept to explain this, was given by Raymond Loewy. His theory is called MAYA. He believed that people are torn between two opposing forces: neophilia, a curiosity about new things; and neophobia, a fear of anything too new. As a result, they gravitate to products that are bold, but instantly comprehensible. Loewy called his grand theory “Most Advanced Yet Acceptable” (MAYA). He said to sell something surprising, make it familiar, and to sell something familiar, make it surprising.

Another reason is that, when people like a piece of content, they evaluate its social currency. The better it makes them look, the more likely they’ll love it. Remember going to the beach with your parents as a little kid and sitting in the sand digging for shells? When you found a huge, interesting looking shell, you jumped up and started showing everyone your awesome discovery. Why? Because it made you look good. Whether it actually made you look good is another story, but that’s how it felt in the moment, right? You found an awesome shell, so that means you’re a great shell-searcher, or you’re just a winner overall. Of course we know that’s not 100 percent true. Finding something awesome doesn’t make you awesome, but that’s how our brains work. We’re competitive, and we like to look good in front of others. Sharing really interesting things makes us look good. When you find an article that really teaches you something, sharing it says “look what I found," and therefore, “look what I already know.”

Author's Comment: Being awestruck is another one of the intense emotions that can bring out dimorphous expressions. It’s easy for us to fall into the trap of thinking that emotions are just physiological responses to external stimuli, and that we all pretty much have exactly the same sort of responses and these are primarily happening in our body, but actually, they’re not. Emotions are much more flexible and malleable things, and they are happening in conversation with the way we think about what they are, and how we name them, and how we make sense of them. There’s plenty of precedent for the idea that finding something new that you love a great deal could throw you off kilter.

If you want to know more, here's a video to explain it.


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