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“Consumer Confidence” or Subtle Salesmanship?

Posted On: Aug 27, 2020   |   Posted By: Steady State

“Consumer Confidence” or Subtle Salesmanship?

By Brian Czech
Have you ever wondered about the odd pairing of “confidence” with “consumer?” Isn't confidence supposed to reflect something more virtuous than your shopping cart? When you're confident, you'll be comfortable in your own skin, right? It's all about who you are, not what your stuff is.
Confidence is supposed to play out in places like football fields, gymnastic events, stages, and maybe weddings, not shopping malls and dealerships. In its highest form, confidence melds into bravery. It takes some real confidence to break up a fight or charge into battle.
What kind of “confidence” is needed for buying shoes or iPads or even cars?
Empty aisle, just awaiting your “confidence.”
Nor is confidence the same as bluster, arrogance, or braggadocio. In fact, confidence is most convincingly exuded in modest dignity. Boasting, on the other hand, indicates the opposite of confidence: insecurity, neediness, and, in the extreme, sociopathy (as “certain individuals” have demonstrated in...

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