With Monster Hunter Rise getting a demo on the Switch recently, I decided to visit their recent stream about the game. ‘lo and behold, I saw the usual people throwing stuff like As a community we… and Only true fans… among other stuff to counter criticism or whatnot. This kind of fan behaviour has been as old as I can recall. It is effectively a way to push down someone who might voice an opposing opinion that might devalue a product in some manner or raise issues that might impact negatively. For example, people noting that the somewhat recent Capcom leaks showcased how Monster Hunter Rise has already been slated for Steam release a year after the initial Switch version got told down that only true fans would buy it on the release and then purchase the Steam version later to support the game. There are quite many people who purchase games twice just to show their support, which largely screws up the actual user numbers and twists the true popularity of a product.
It’s not a toxic behaviour as much as it is pathetic. This sort of blind consumer behaviour can be seen everywhere, especially on forums and closed circles where new ideas or opposing ideas are actively purged. If there’s a live-action adaptation of a book series or something like that coming up, e.g. The Wheel of Time, I’d almost recommend checking some forums just to see large the difference between proper criticism and fellation. Corporations of course love people who feel deeply connected to their brands and go out to defend whatever decision is made and whatever product is put out. There’s a whole industry behind creating a positive image as forums and other platforms like Youtube are filled with people getting paid to give a positive view. It’s a livelihood for sure, and a way to market directly to the customers without directly associating with the corporation and the brand itself. With electronic gaming, it is very common for streamers to make contracts with companies to play their games for a certain time while giving only borderline criticism as dictated by the company. Once the contract expires, the game changes. NDA, of course, keeps these streamers quiet of their real thoughts and what they think of the games they play. Nothing wrong in this as long as the whole thing is being disclosed, but stealth marketers don’t come at you telling they’re marketing something to you.
A blind consumer doesn’t think about the product’s value or anything else related to it really that doesn’t directly concern his own emotional attachment. There’s a large amount of justifying your own purchases and decisions that comes with the saying A true fan… as they have to make sure their decision to invest into something fully is met not only on a personal level but also on a peer level. Perhaps there is some feeling of superiority in there to boot. Hence, when they’re met with no real peer rewards for them being a fan, their world gets shaken a bit. It’s not too rare to find someone who has invested most of their time and resources on something they think will be met with high praise only to find out that they’re more ridiculed than anything else. Perhaps criticising their loved brand itself is enough to shake their views and make them feel threatened.
Customer blindness is often a composite of choosing to be blind and unable to see through emotional attachment. Because how people think isn’t binary and we can accept contradictory statements as true and valid, we can often find ourselves rallying for the brand we love while ignoring its faults, yet do the exact opposite for another brand that shares the same faults. A true fan disregards all the bad things a product and a brand has. Even the positives sometimes seem to be lacking in a discussion, as everything stems from the emotional attachment. While it’s nice that people have something they truly love and are enthusiastic about, corporations are entities that mostly use this exact thing to make more sales and squeeze out that little bit more money out.
Of course, the whole stealth marketing wants you specifically to think in a certain manner that makes a purchase. Direct marketing does only so much. Corporations have embraced the idea of positive word-of-mouth being the best advertisement anyone could have, and they want to make sure your friend or a person you follow on the Internet gives a good word for them. There’s a kind of state of the cold war between customers and corporations, where the customer doesn’t have any other avenue of influence outside voting by their wallet, as corporations have everything in their hands, including your fellow customers that promote the corporate brand for free.
The idea of community giving voice behind one person is equally laughable. There is no one community for anything, there are multiple ones of different sizes and kinds, with some being as small as two. If someone claims that they are voicing the community, the best thing really is to disregard them and/or ask for reference where the community has voiced their opinion as a whole. Surely nobody would be bold enough to claim that they know what the community, or multiple communities, think without first taking proper steps to have everyone heard. However, if someone analyses a certain community, or follows their actions and thinking from an outside perspective and makes deductions based on collected data would be in a position to say what a community of people think. That’s what marketers do, and that’s why marketing has become rather effective on the Internet. Sneak in some people in these communities to slowly but surely change the opinions and views to cater certain point of view that benefits the corporations, and presto you have another set of people willing to market the brand for free.
The best thing to do would be not to be a true fan then. Each consumer is ultimately an individual despite whether or not they belong to a community. Each of us has to make our own decisions based on our own, whatever we base them on. Ignoring peer pressure or validation for our own opinions is not easy. In these matters, your own opinions trump all, as it only concerns you in the end. I doesn’t matter what a reviewer or a friend says or thinks, because ultimately you’re the one who has to evaluate the product for yourself. In other words, the best way to combat stealth marketing remove yourself from the negative influence that goats you to validate someone else is to take responsibility of your own decisions and actions they lead into.