It seems pretty obvious: if the audience is bored watching football, they won’t come to the stadium, nor watch it live.
But it is true only for broadcast. People go to the stadium for the sake of getting certain emotions and having their level of oxytocin increased from being in a group of people, which can be grouped as “ours” at a specific moment of time.
Boredom hides a less obvious enemy. An enemy that will destroy the brand of your club, as well as the brand of your league.
If you are among regular readers of my blog, you are pretty familiar with the somatic markers hypothesis, stating that our brain constantly creates and updates somatic (emotional) markers for each and every experience in our life. It does so to be able to quickly resort to these markers later on, without wasting time and energy on consideration.
Boredom creates a definitely negative somatic marker. Once this marker is created, you may well be unable to change such a negative image of your brand.
But why is boredom so dangerous? This is the big one.
You may well have heard about a wheel of emotions based on the widely accepted theories of emotion by Robert Plutchik and Henry Kellerman. This diagram clearly illustrates the relatedness of various emotions.
As can be seen from the diagram, boredom is considered a lighter version of disgust. They are different degrees of manifestation of one and the same emotion.
Evolutionary psychology provides us with perfect explanations of why this emotion basically formed. Disgust protects us from death. Disgust, for instance, does not allow us to eat anything unnatural for our species or possibly dangerous.
A sense of disgust can be used to create negative markers for an addiction of some kind. For example, the most disgusting color for us has been adopted for tobacco packaging.
Boredom in turn interferes with the evolution of the species. It is through boredom that evolution helps us not to remain static. Boredom creates unbearable conditions for a human to make him/her interact with society in any way whatsoever.
When we seek loneliness, we actually seek to leave the group of people in which we feel like strangers. But if a person finds a group of people that makes him/her feel positive about being in, he/she will want to stay in this group. An increasing level of oxytocin will help. It’s the very thing I use to attract fans to the stadium.
Total loneliness brings about irreversible changes in the brain. Being rejected by society and having no understanding of its rules, according to suicidology, is one of the main factors contributing to committing suicide by a nominally sound person.
Let’s consider an example of a well-known experiment to understand how much our brain resists boredom. But before we do, give this issue a good thinking over to find out your own answer to this question. What does an individual really sign up for to get rid of being bored?
Answer: Even for pain. People will literally be willing to experience pain just to relieve the boredom! The electric shock experiment was conducted under different circumstances. It’s just another example of how nature controls us in pretty simple ways.
We greatly underestimate the boredom and the negative effect of it on the brand. If your brand gets associated with boredom, remember that it’s just a short step from direct disgust.
Football is entertainment. When you start treating football as a dull routine, you are killing not only your club or your league, but football as a whole.
We’re helping your club, your league (as well as companies beyond the realm of sports) to change attitudes to your business to the most effective. We’re helping to change motivation, reduce the financial expectations of employees and significantly enhance your profits.
If you need an in-depth consult, strategy development or the implementation of a complete project, just email us firstname.lastname@example.org. We will contact you within 24 hours!
Leon The Alien
SEE ALSO: Why stereotypes are good for our brain
Images: Wikipedia, gov.uk, Giphy