Don Boudreaux quoted a comment of mine:
We live in a marketing economy, and companies prosper not by having better products, but by creating the PERCEPTION that they have better products
and had this to say:
Half Sigma’s comment is whoppingly at odds with reality.
If Half Sigma’s claim were correct, then the quality of products widely available today would be little changed from that of products widely available in the past.
First of all I stand by my comment, and further add that it was a praphrase of something I previously wrote about employees of consulting firms:
For a consulting or contracting company, it’s much more important to create the perception of having the best employees than to actually have them. The most profitable company would have the perception of having the best employees, but would actually have the worst, and thus lowest paid, employees. The only problem is that maintaining such a perception is difficult if the employees are really that bad. But the point, nevertheless, is that perception trumps reality.
The same logic applies to all companies. For a consulting or contracting firm, the company's product is its employees. The perception of the best product is more important than actually having the best product. And of course I've already conceded that if the product is really awful then it's difficult to maintain a perception of being the best.
Based upon corporate behavior, companies obviously agree with me. Otherwise they wouldn't spend so much money on marketing. For example, I previously estimated that the drug company Pfizer spends twice as much money on marketing as it does on R&D and manufacturing combined. If highly skilled medical doctors are unable to determine the best drug to prescribe without the help of a college cheerleader, surely a consumer is completely bewildered.
Think about the last time you bought laundry detergent. Do you really have any idea which brand is better? I don't. I recall reading once that Tide has been improved a lot and has various patented ingredients, but this may only mean that P&G spent millions of dollars shmoozing journalists to get articles like that written. Tide certainly costs a lot more than other brands. Is it worth the extra money? I have no idea. Probably the extra price for Tide is just paying for the marketing overhead. All I know for sure is that my clothes never come out perfectly clean like I see on TV ads.
Don Boudreaux wrote about products improving over time, and that's an entirely different issue. One could easily be a wise guy and point out that the current version of Microsoft Word seems worse than the version from 1993, but I certainly agree that manufactured items, espcially high tech items like computers and electronics, have improved substantially in my lifetime. But that really has nothing to do with the proposition that perception trumps reality. The relevant comparison is of two products being sold today, not the comparison of a product sold today to a product sold in years past.
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