The “multiplier effect” is an economics term that means so much horseshit or some such. (Economics is the branch of sociology that specializes in humans fucking each other and not in a fun way.)
I’m here to tell you about the real multiplier effect.
It works a little something like this:
A store notices, perhaps even by accident, that products with a red dot sticker are selling slightly faster than non-stickered items.
The produces a sexual response within the store owners, but that’s a story I’m saving for another post. Click here to buy access to my premium content.
Breathlessly, the store owner’s pea-sized brain whispers, “Science!” Thus an experiment is born. More products get red stickers and the data is analyzed. Yep, they sell faster, too. (This is called an A/B split.)
Within 20 minutes every product in the store has been baptized with a red sticker of its own. Business people are not exactly known for their subtlety and restraint. Heh.
Have you ever seen a real-life example of this multiplier effect? You bet your goddamned ass you have.
Ever heard the word, “sale?”
Ever read a Yelp review?
Ever see a movie trailer where the film has “won” 42 different awards featuring laurel leaves?
Ever buy breakfast cereal with the word “new” on the box?
Ever peruse a restaurant menu?
Ever seen a grocery store shelf with items marked with colorful tags?
Ever notice that some concepts become absolutely meaningless when they are overused? Perhaps, long ago, there was even some truth there, but that was before the idiot masses co-opted the meaning in a crass, spittle-induced Pavlovian grab at your wallet.
Things tend be cyclical and all good things must come to an end. Overuse means dilution of meaning until the original power has been destroyed, but that’s okay. They’ll just roll out something else.
Think of it like a gerbil trapped on a wheel. The really fun part is when the same concepts come back around and we don’t even notice. What was once old has been made new.
What say you? What other other examples of the multiplier effect have you seen?