Abstraction Quote by Michael J. Silverstein
“Consumers cannot think in abstractions. They cannot envision a new concept. They cannot predict their behavior. They can only compare against their current frame of reference. So you need to make the big leap for them. You need to provide them with a reason to buy, a reason to brag to their friends. Expect new-to-the-world ideas to fall on deaf ears. Consumers will, however, change their tune when they can see, touch, and explore.”
About This Quote
Source Book: The Brand Gap, 2003
Consumers rely on familiar references, so new ideas must be framed with clear benefits and tangible experiences.
In simple terms: People need concrete reasons to adopt new products.
Key Takeaway
Show value and let them experience it.
Themes
marketing
consumer behavior
innovation
communication
Mood
engaging
pragmatic
Type
persuasive
instructional
When to use this quote
- product launch
- advertising campaign
- store display
- demo event
- social media teaser
Key Concepts
psychology
behavioral economics
experience design
Questions to Reflect On
- How can you make an abstract benefit tangible?
- What sensory cues will make your product unforgettable?
A Different Perspective
If the experience is not memorable, the message is ignored.
![“People don't get a chance to think, "Why am I a consumer?" Because the decisions come at them so fast and furiously, they're not [even] given time to think, I am a consumer.” quote by David Bowie](https://sms4smile.com/quotes/img-quotes/db8/david-bowie-508_chance_people-don-t-get-a-chance-to-think-why-a_3123956.jpg)
