About the Book

SECTION 2: THE UNIVERSAL LAWS

Section 2 of the book delves into the universal laws uncovered through our ethnography work and substantiated by thousands of consumers in our quantitative study. While you may find yourself disagreeing in some cases with what these laws suggest, we found them to be so universal in their application that their very existence lays the foundation of behavior and perceptions that unites consumers, no matter their age, socioeconomic status or gender

This section also examines how the power of rationalization and confluence of disparate laws serve to create a market as complex as the individuals representing it. However, there are nuances that coalesce around identity as one matures through compelling life events. These commonalities represent the entry point for understanding individuals in a virtual world – whether as ourselves or as consumers we attempt to serve.

• The Law of Learned Helplessness: Failure is the Only Option
• The Law of Illusion: Lie to Me
• The Law of Recall: Taking it from the Top
• Rationalization: Finding Harmony in the Discord