I found that Apple attracts love more than any other tech companies. It inspires devotion amongst legions of fans, around the world. Well….I’m writing this blog on Mac…We all know why Apple is so beloved: great products, regular innovation, personable leaders and a refusal to follow the herd are factors designed to attract passionate support. However, do you think why we are becoming a fan of Apple except its quality?

 

1.self-identity

The first motivation behind why we buy a particular product is self-identity. We buy Apple products because it helps build our sense of self. Apple in particular has done a very good job of creating a brand that allows their customers to identify with those who think different. Even though Apple is now a market leader and buying an iPhone is the equivalent of buying a PC in the days of Apple’s think different advertising campaign, there are still vestiges of this which can be associated with a person’s sense of self.

2.Social-identity

Although not completely distinct from the previous two drivers, possibly the most important is the concept of our social identiy which helps us again define ourselves through the groups we belong to. As soon as we have defined which groups we belong to, our so-called “in-groups”, it positively influences our attitudes towards members of those groups and conversely, dictates our attitudes to groups of people outside our in-groups, the “out-groups”. A key consequence of being in an in-group is that we ignore failures of the group and see attacks on the group as an attack on the self. In particular, these attacks damage our self-esteem. This is why arguments between Apple and Android users can become so personal, because in effect, they are. Being part of groups is a critical aspect of being human and is part of what guarantees our survival as a species. It is not surprising then that it plays an important role in everything that we do, including the “brand groups” we may belong to.