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Another must-have question for enterprises: group emotion management

  Water can carry a boat and capsize it. In the information age, the wind is stronger and the waves are bigger. It is often a matter of a thought to rush to the top of the wave or fall into the trough.
  No one could have imagined that Zhang Xiaoquan’s inability to shoot garlic with a knife from the customer service caused a huge wave on the entire Internet. He even pulled out a previous video of his general manager saying that the Chinese people cut vegetables in the wrong way, and finally had to apologize to the public. , and promised to recall broken knives within 5 years. Although the promise was ridiculed for being insincere, the incident finally subsided. However, the 400-year-old corporate reputation has undoubtedly been consumed a lot. It may take quite a while to rebuild its reputation.
  In fact, the company has also explained from a professional point of view that the knife bought by the user is really not suitable for shooting garlic, and that video is only showing off professionalism to a certain extent. Almost irrelevant.
  This incident, which spread from user complaints to corporate executives and brand image overturning, has to make companies highly vigilant.
  French social psychologist Gustave Le Pen, published in 1895, “The Crowd: A Study of the Psychology of the Masses” pointed out that many people will form a psychological group due to strong emotional identification. When they become a member of the group, their personality will be weakened, and the emotion will be further strengthened. When encountering a certain trigger point, his emotions will overwhelm rationality, blind impulses will replace thinking, and the individual will be coerced by the group, showing an obvious herd mentality. Research has found that people are more likely to share negative emotions out of a need to seek emotional support and social empathy. Therefore, for some well-known and well-reputed brands, once there is information that triggers the negative emotions of the group, it is easy to trigger a large-scale backlash. Moreover, along with emotional fermentation, it is not uncommon for emotions to be separated from the dissemination of original factual information.
  The 100% cotton era released an advertisement that was criticized for “washing your brain with a makeup remover”. When talking show actor Li Dan endorsed women’s underwear brand Ubras, he said, “My workplace life jacket, a piece of equipment that allows women to lie down easily and win the workplace.” , Procter & Gamble published articles that women’s feet were 5 times more smelly than men’s, all of which sparked boycotts across the Internet. Recently, the plagiarism of Dior horse face skirt was questioned but did not reply to the incident, which also ignited the public’s anger at the arrogance of big names.
  Of course, there are also cases where companies have no intention of triggering positive emotions in the group, causing unexpected surprises. Hongxing Erke, who had a loss of 220 million yuan in his own performance but generously donated 50 million yuan of supplies to the disaster-stricken areas in Henan, aroused the group’s moving. In the Wu Yifan incident, the humorous performance of “Han Shu and his wife” in the live broadcast won great favor for the brand, and the number of people in the live broadcast room soared by 868%. Wang Xinling’s “popularity”, Cui Jian and Jay Chou’s concerts were hot, all because they triggered the nostalgia of the group. The blackening of the little snowman in Michelle Bingcheng caused joyful spoofs on the whole network. The love of consumers has always been simple and rude, and buying and buying is the biggest support for the brand.
  At a time when everyone is a self-media, a trivial matter may detonate the entire network, and a company publishing a hundred promotional soft articles is not equal to a consumer’s emotional fermentation. How not to trigger the negative emotions of the group, and even consciously guide the positive emotions of the group, has become a must-have question that enterprises have to face.

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