Unveiling Mimetic Desire: The Marketing Tactic You Already Employ (and May Not Realize It)
By Donna Jolly, RJ, Director of Marketing, American Gem Society About sixty years ago, the French academic René Girard introduced a radical theory that changed marketing as we know it. Girad proposed that human desire is not innate. Instead, we mimic the desires of others, often without realizing it. He called this idea “mimetic desire.” Mimetic desire is a psychological behavior that can explain why we crave the latest gadgets, fashions, or experiences that our friends, celebrities, or influencers have. Marketers have employed mimetic desire tactics in their campaign strategy for decades. With today’s social media saturation, it’s more predominant