Snob Appeal Example: Coffee
The Product: A limited-edition, single-origin coffee bean from a remote, exotic location.
Snob Appeal:
* Exclusivity: The coffee is marketed as rare and hard to find, emphasizing its limited availability.
* Superiority: The bean is described as having unique and complex flavor notes, suggesting it is superior to mass-produced coffees.
* Sophistication: The packaging and marketing materials are designed to evoke a sense of luxury and refinement.
The Message: This coffee is not for everyone. It's for discerning individuals who appreciate the finer things in life and are willing to pay a premium for quality and exclusivity.
How it Works: The snob appeal targets the desire to be seen as knowledgeable and sophisticated. By associating the product with exclusivity and refinement, the brand creates an aura of prestige and desirability.
Result: Consumers may be willing to pay a higher price for the coffee, even if the taste difference is negligible, simply because of the social status associated with it.
Other Examples:
* Luxury cars: Emphasize exclusivity, craftsmanship, and performance to appeal to those who want to be seen as successful and affluent.
* Designer clothing: Promote brands and styles that are associated with high fashion and trendsetting.
* Fine dining: Highlight rare ingredients, elaborate preparations, and intimate settings to create an experience that is exclusive and sophisticated.
Key Takeaway: Snob appeal often relies on the perception of exclusivity and superiority to create a sense of desirability. It plays on the desire to be seen as discerning and part of a select group.