Strongest form of satisfaction

There is a difference between pleasure and satisfaction. Pleasure is the act or state of feeling gratified. Satisfaction is the fulfilment of gratification. Pleasure precedes or succeeds satisfaction and is of two types – intended pleasure and unintended pleasure. Intended pleasure is expected pleasure and unintended pleasure is unexpected pleasure.

If sex is an intended pleasure, one experiences satisfaction at its culmination. If smoking a post-lunch cigarette is heavenly, the resultant feeling is satisfying. These are examples of pleasure preceding satisfaction.

If the feeling of owning a luxury car is satisfying, the joy of driving it is pleasurable. If stocking up on psychedelic drugs offer relief and satisfaction, using them offer pleasure. These are examples of pleasure succeeding satisfaction.

While all of the above are examples of intended pleasure, the greatest form of satisfaction truly comes from unintended pleasure. An act of surprise, a random act of kindness, a gift, watching a rare bird, witnessing an impromptu gig or a compliment from a stranger.


Mo Bhargava said...

Hi Praveen,

This is sound insight. Also articualted well in the book 'How Much is Enough'... in a non advertising context ofcourse!

Working in the music/marketing space, i find brands skew too often towards aligning / rewarding / facilitating what are in essence material pleasures... albeit 15sec of fame, tickets to that music concert etc. etc.

Not limited to consumer brands, working for a media business, i can concede us being guilty of the same.

Gratification is not easy to stage or craft, but brands every so often led by good insight are able to achieve that moment of true engagement, as in the case of Heineken example.

My personal view is short term targets lend themselves to 'instant gratification' based campaigns that are easily populated with pleasures... what's your take on this?


Praveen said...

Short term or long term, today’s targets are more open to change than ever. What’s important is the extent to which the change will affect them.

The easier option, something like a discount - which most brand skew towards – may be good enough for someone to move from one brand to another for a bit. But this doesn’t leave a long term effect; they will switch back or move away for a better deal.

The tougher option is something like a gesture, a compliment, or a random act of kindness that’s truly unexpected and real. This leaves a positive and lasting effect, even for a serial brand switcher.

The tougher option isn’t easy to craft, unless it is derived from a strong strategic insight or truth.

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