People like stuff that works the way it's supposed to. Their loyalty is based on experience. Duh! Describing brand loyalty as "almost spiritual faithfulness", or a computer as a "sublime creation" is about as pompous and silly as it gets.
"I own four Macs. They’re more expensive, but the advertising and marketing works."
So do the computers. If they didn't he wouldn't own any. He's just hyping the power of marketing because he sells marketing.
You should re-read this thread and some of the others since iPhone got announced. There's a handful of people with blind confidence that the iPhone, a product no one outside Apple has even touched, will rule the cellphone market nearly instantly. It really is an "almost spiritual faithfulness", they are commpletely confident iPhone will prevail based on a video clip. This isn't to say that everyone who is excited about iPhone has this religious zeal, but there certainly is a crowd that has completely bought into the image advertising to an extremely high degree.
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Your brain may be determining what car you buy before you've even taken a test drive. A new study gauging the brain's response to product branding has found that strong brands elicit strong activity in our brains. The findings were presented today at the annual meeting of the Radiological Society of North America (RSNA).
"This is the first functional magnetic resonance imaging (fMRI) test examining the power of brands," said Christine Born, M.D., radiologist at University Hospital, Ludwig-Maximilians University in Munich, Germany. "We found that strong brands activate certain areas of the brain independent of product categories." ...
[MRI Shows Brains Respond Better To Name Brands, Radiological Society of North America Date: November 30, 2006] ------------------------------------------------------
But most Mac users
have no computer background.
They've no idea
what computers are
supposed to do or not do.
People like Apple
because commercials
for Apple have created
social perceptions
among "mainstream types"
that Apple users are cool.
Advertising has
colonized their mind.
It changes the way they think.
They think they are cool
because "Apple's cool"
and they buy and use Apples.
The word "zombie" fits.