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流行毒癮
誰是你的藥頭?
流行
新構思→小團體→同心圓→推廣及轉變→普及化

新構思

小團體
推廣及轉變
普及化
如果你害怕自己跟不上流行而焦慮
或是你會因為追求流行感到快樂
你已經對流行成癮了!
跟不上流行的焦慮
因為害怕跟不上流行而焦慮,人會為了不產生焦慮,
而做出持續避免自己痛苦的行為
迴避原則

在斯金納的實驗中,以噪音作為刺激,經由老
鼠按下槓桿的行為來停止噪音,造成老鼠按下
槓桿的頻率增加。
追求流行讓你快樂?
當你產生慾望,大腦產生某種目標,當達成目標就
會獲得滿組,多巴胺使我們產生滿足感,為了這
滿足感,我們會持續行為
成癮的過程

慾望獲得滿足→大腦獎賞機制(達成目標)
→多巴胺分泌(產生快感)→成癮
誰
告訴你什麼是流行?
• 在時尚圈之中有時尚趨勢分析產業,他們專門提供
國際設計師、知名服裝集團等時尚圈中的重要人物,
策劃未來數年可能會流行的顏色與樣式﹝趨勢資訊﹞。
• 假設他們提出下一年度白色會是主要流行的顏色,
則所有的設計師與服裝集團就會在下一季度提出許
多白色主題的款式,這時部分高端消費者在時尚展、
時尚名品店、精品百貨就會不斷的看到白色相關主
題商品。
• 隨著時間推移這些白色主題商品就會出現在平價時
尚、網路購物等一般消費者的眼中,由於出現的次
數實在太多,使得消費者受到單純曝光效果影響,
而全世界就展開了一波白色旋風。

取自《誰在操縱你的選擇》一書
真的有人能「預言」流行嗎?
還是只是資本主義下的商業手法?
時尚產業
操縱選擇→展示選擇
1、操作消費者的選擇:
利用公關操作、新聞報導、內容宣傳、知識教育、
口耳傳播等。
2、不斷曝光商品:
經由不斷廣告,使消費者產生熟悉感而購買。
曝光效應:經常出現就能增加喜歡程度的現象。

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