World Jumping Like Jordan

Have you ever seen the image above in your lifetime? I honestly would be shocked if you response with the answer NO. This logo has been found in places such as playgrounds, weddings, song lyrics, the ghettoes, and even the feet of Miley Cyrus.

This logo of course belongs to the Jordan Brand line of products which has had the world jumping like Michael since its introduction in the 1980s. The brand, owned by Nike, has everyone fiending over the shoes like Kim Kardashian clamors for media attention. All this is due impart to the motivations behind the customers of the product.

From its conception, the Brand marketed so that consumers ultimately feel as though they are Michael Jordan themselves for hedonic motivation. The phrases describes a drive to feel an experience to become personally gratifying ( Babin/ Harris). When a customer’s puts on that product they feel the euphoria steaming from their shoe’s soles because they are on platform parallel to the God of Basketball, Michael Jordan.  They feel a high level of hedonic value from their purchase.

This level of hedonic value leads concept of Maslow’s Hierarchy of Needs , a list a set of prioritized needs an individual has ( Babin/ Harris). The hedonic value is so high that it jumps the consumer to fulfill higher needs on the hierarchy, namely the Belongingness and Esteem. Starting first with esteem, the shoes are iconic in the sense that they are viewed as a status symbol worldwide. Any given pair of shoes can cost anywhere from 150-200 $ denoting a high sense of worth when you purchase them. Rappers and NBA players are always seen wearing the shoes, so when a customer like myself purchases the shoes I am in a league among them, excluding Miley Cyrus.

This sense of esteem and status signification spills over to motivation to fulfill a sense of belonging for the consumers. There are multiple communities that surround the Jordan Brand that do nothing but simply talk and collect these shoes. There are trade shows centered around the line as well. The cost to buy into the group is buying a pair of the shoes. The motivation to belong fuels the consumer into the purchase.

 

 

In all , Jordan Brand  is the  hottest  shoes on the market as customers are motivated by the  brand because  thrill of experiencing the shoes of a GOD, the esteem of kings, and love  of the crowds.

AND if you don't believe me that people love JORDANS here's a Video

Sources :

Babin, Barry J., and Eric G. Harris. "Value and the Consumer Behavior Value Framework." Consumer Behavior. N.p.: Cengage, n.d.  . Print.