THE PSYCHOLOGY OF MIMETIC DESIRE

Summary from the TLDR Marketing newsletter

Mimetic Desire is when people want something because they believe others also want it. This is why marketers use models or examples to show the desirability of their product or service. To create Mimetic Desire, brands can embrace popular trends, as Apple did when releasing iPhones in Pantone’s Color of the Year — twice. They can also lean into selling an experience instead of a product, as luxury car brands often do. Social proof with tangible examples of results is a tried and true way to show customers why your product is desirable.