In the increasingly competitive arena of marketing, companies are constantly looking for innovative strategies to stand out and capture the audience’s attention. A tactic that has gained popularity, though controversial, is the "marketing of false negativity".
This practice, peculiar already from the name, exploits the psychological effect of contrast. Brands implement it by pretending to criticize their products or services and then promote them more convincingly. Later we will examine in more detail what marketing of false negativity is.
False negativity marketing is a content marketing strategy that stages the simulation of criticism or disapproval of its products or services, followed by a positive promotion to emphasize its strengths.
This practice exploits the psychological effect of contrast, starting with attracting customer curiosity and making the product or service seem more desirable than what was initially criticized.
It can happen through various forms of communication, such as fake or exaggerated reviews on online platforms, viral videos that seem to denigrate a product before revealing its benefits, or even advertising campaigns that simulate an internal debate on the effectiveness of the product.
Marketing false negativity can have ambiguous effects on the consumer. On the one hand, it can arouse curiosity and attract the attention of the public, since the initial criticism can generate a sense of authenticity and transparency. In addition, disputes always attract the attention of users, looking for entertainment and gossip.
However, if not done with care, this practice can erode the attention of the consumer, passing through self-celebration. Even worse, if the company does not make it clear that criticism is false and the public then discovers the deception, this marketing practice could lead to disastrous effects on confidence. In addition, it can lead to confusion in the consumer about the actual quality of the product or service, as the line between genuine criticism and manipulation can become blurred.
A practical example can be found in Birkenstock’s "Ugly for a Reason" campaign. The shoes of this brand have always been known for their practicality and lack of beauty, and the brand has built an entire campaign over
He submitted a series of comments about the ugliness of the shoes, developing the rest of the message about why these shoes are actually so ugly, namely to have the right conformation on the foot of the owner and thus maintain the physical health of the wearer.
The campaign was successful based on a common and generally negative opinion, which was used as a hook to explain the physical advantages of the shoes, far superior to their aesthetics.
Another example is found in a video of Clio Make Up gone viral on TikTok. From this video then started a real trend among other creators and sellers of products. Clio, the founder of Kiko, opened this video presenting the products that most regretted having created, emphasizing the qualities of each as to be presenting something negative ("terrible masks for dark circles, they make it seem that I slept ten hours and that I am a twenty-year-old, always rested!").
The beginning of the video was so impressive to attract all the curious.
In conclusion, marketing of false negativity is a risky tactic that can lead to ambivalent results. If well executed, it can capture the attention of the public primarily and generate interest around the brand, enhancing the advantages of the products presented.
However, if perceived as manipulative or deceptive, it can damage the company’s image and confidence in the long run. It is therefore crucial for companies to carefully assess the risks and benefits of this strategy before adopting it.
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