7 ms·

> deciding to become extremely political personally, my purchase decisions do not include the personality or celebrity of the company (CEO or otherwise). Ther

by chii 2y ago

> deciding to become extremely political personally, my purchase decisions do not include the personality or celebrity of the company (CEO or otherwise). There's objective measures you compare against another product (like price, looks, performance, quality etc), and you choose the best fit.

mullingitover 2y ago
> personally, my purchase decisions do not include the personality or celebrity of the company (CEO or otherwise). This is a normal hacker news commenter position, but not a normal consumer position. One of the first things you learn in a freshman year marketing course is the fact that consumers in general make spending decisions on feeling, not on raw data. It's the reason commercials you see on television are all about vibes, and not remotely about the raw performance numbers. See also: Apple never wastes its time droning on about the specs of their devices in their commercials. This is why the public persona of Tesla's CEO has a material impact on the company's sales, and why it's hurting the company. I'd argue that Musk has outright disdain for his customers and considers them 'woke,' and is enthusiastically running the company into the ground out of pure spite.
The_Colonel 2y ago
It's not really different from the looks you mention. Looks is not an objective measure. You buy a nice looking car because its look evokes positive feelings in you. But other things can evoke positive feelings by association. The brand itself, marketing campaign, corporate image. For many, these (usually carefully cultivated) associations are overshadowed by a loud, controversial, partisan CEO who doesn't evoke positive feelings. It used to be that Tesla cars evoked for me feelings of progress, sort of futurism (although I never really digged its rather bland design), eco-friendliness. Nowadays I see a Tesla and feel a low-key disgust.

by chii 2y ago

mullingitover 2y ago

> personally, my purchase decisions do not include the personality or celebrity of the company (CEO or otherwise). This is a normal hacker news commenter position, but not a normal consumer position. One of the first things you learn in a freshman year marketing course is the fact that consumers in general make spending decisions on feeling, not on raw data. It's the reason commercials you see on television are all about vibes, and not remotely about the raw performance numbers. See also: Apple never wastes its time droning on about the specs of their devices in their commercials. This is why the public persona of Tesla's CEO has a material impact on the company's sales, and why it's hurting the company. I'd argue that Musk has outright disdain for his customers and considers them 'woke,' and is enthusiastically running the company into the ground out of pure spite.

The_Colonel 2y ago

It's not really different from the looks you mention. Looks is not an objective measure. You buy a nice looking car because its look evokes positive feelings in you. But other things can evoke positive feelings by association. The brand itself, marketing campaign, corporate image. For many, these (usually carefully cultivated) associations are overshadowed by a loud, controversial, partisan CEO who doesn't evoke positive feelings. It used to be that Tesla cars evoked for me feelings of progress, sort of futurism (although I never really digged its rather bland design), eco-friendliness. Nowadays I see a Tesla and feel a low-key disgust.