Black Circle from Kasimir Malevich, 1913
Saying no is actually saying yes to other things.”
— Patrick Rhone | Things I’ve Learned This Year
Life always shows you the face that you show to life.”
— K. O. Schmidt
What science tells us about Apple customers’ loyalty.
I just stumble upon a motivation theory called “Affect Perseverance”. It strike me as a very good explanation of why Apple’s customers are so loyal.
Affect Perseverance occurs where an emotional preference continues, even after the thoughts that gave rise to the original emotion are invalidated.
Feelings are often independent of facts and evidence, and once initiated tend to take on a life of their own. Almost by definition, they are not rational.
I’m not saying that Apple is being abusive and all, but Apple makes sometimes mistakes or bad product/service (e.g. MobileMe). Its customers, including me, complain less or accept it more easily than any other’s customer.
Despite this change in cognition, the affective preference persevered.
The article even tells how to produce that effect:
To get someone emotionally engaged with an item or topic, start with some rational purpose that makes sense to them. Then, when the emotions are established, slowly ignore and remove the rationale. Reinforce the emotion as its own justification.
Interesting read: Affect Perseverance on ChangingMinds.org
There are two ways to be rich: One is by acquiring much, and the other is by desiring little.”
— Jackie French Koller
