Part 2
The Universal Laws
In This Part
Chapter 5: The Law of Learned Helplessness: Failure Is the Only Option
Chapter 6: The Law of Illusion: Lie to Me
Chapter 7: The Law of Recall: Taking It from the Top
Chapter 8: Rationalization: Finding Harmony in the Discord
The 3P Model of Identity that you read about in Part 1 is about how consumers view identity from an introspective point of view; the universal laws covered in this part of the book are those external forces that shape beliefs and perceptions. Whether consumers believe they have less control over their external environment than they actually do (learned helplessness), assume they have greater control over their surroundings than is actual (illusion) or are easily swayed by environmental noise (recall), they may fall victim to their own misperceptions. The process whereby consumers attempt to harmonize seemingly contradictory beliefs and behaviors is rationalization, and consumers’ abilities to self-deceive should not be underestimated by companies attempting to serve them in a networked-community age.
