Page 64 - Fear Unmasked Flipbook

FEAR UNMA S KED

your gut and the salesman to know which brand and
product to purchase.
But there has been a shift in the personality of
the modern consumer away from risk and towards
convenience. The modern consumer does not want
to risk buying something and have that item turn
out to be something less than the best, or less than
they expected. A contributing factor to the rise of

Amazon’s success has been the video distribution
platforms like YouTube. When a person wants a new
pair of headphones, they used to have to go to a store
and make a decision on which pair to purchase based
on packaging, and the recommendation of the sales
representative that is following them around the
store. Now, you can go watch an unboxing video on

YouTube and listen to a person review fifteen different
brands and types of headphones, subject the products
to hilarious stress tests, and ultimately give you their
recommendation. You can then click on their affiliate
link to the product on Amazon, read the customer
reviews and testimonials about the product, and then
have the product on your doorstep in less than twelve
hours. And since people are being sent home, and
are more and more comfortable working from home,

this trend will only increase.
The coronavirus outbreak has only reinforced
consumers’ proclivity toward online shopping. The

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