I finally got around to watching this talk by Seth Godin on Tribes this morning.
It got me thinking about another discussion I’ve been having recently on Thought Leaders Central regarding the perennial Mac vs PC debate. We don’t make buying decisions based on which product best suits our needs at the lowest cost. At one point or other we generally join a tribe (in this case Mac or PC) and then pretty much just buy whatever everyone else in the tribe buys. We ever try to bring others into our tribe.
When I first started thinking about this I thought we did this for social/emotional reasons. We like belonging to a tribe and we like to wear the badges of that tribe.
While I still think that’s true, I wonder if there is a pure economic element to it as well. Belonging to the tribe means we don’t have to spend time comparing all possible options when we are looking for a new product – we buy what the tribe buys. This might result in us having a product that does not quite suit our needs as much as another product and we might pay slightly more than we need to. However, we have save ourselves a lot of time and energy comparing all the available products. As well its likely other members of the tribe have already tried the product we’re thinking about and they’ll give us a good indication if it will live up to our expectations. This seems pretty efficient to me.