From Original Post Here

‘In psychology, there are three distinct ways to influence people––coercion, persuasion and contagion. Coercion refers to the use of force––in marketing terms, a monopolistic situation. Persuasion is the use of logic––this is what most of the marketing and advertising community is used to. Most ads are some form of consumer logic––be it betterment of living style or betterment of life.

Contagion is about exposure. There has to be something in the brand (can be product, communication or the people behind the brand) that when people are exposed to it they become carriers of it. This is the most evolved form of marketing and if done well, it can the biggest asset a brand can ever have––consumer advocacy.

In good times, huge marketing campaign and distribution push can help selling brands and lot of the shortcomings of a brand never get exposed. But when the times are not so good and marketing budgets take a nosedive, those brands become the first victims. In a recession economy, consumer advocacy can be the saviour. But for that to happen, the brands need to have a stronger social or cultural connect with the consumer and make the consumer feel a part of a larger thing.’

- Partha Sinha, ‘Consumer advocacy: A saviour during recession’.

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