More concering the female ankle — or what Evolutionary Psychologists and Aesthetic Theorists could learn from Marketing Research

June 20, 2012 § Leave a comment

This research paper says ankles are among the body features least paid attention to by potential sexual partners.  Like all such papers by evolutionary psychologists, it fails to address the question no marketing researcher would ever overlook:  does the aggregate data in fact obstruct the structure of the phenomenon (“market”)?  That is to say, does aesthetic interest in ankles define a certain population — one among whom the ankle is a significant item?  (Perhaps even “the most significant”?).

This writer’s self-observation suggests:  yes.

If so, then comes the crunch question: if so, then what else is unique about this sub-group?  Surely, they are not all balding six-foot-five, paper-skinned descendants of East European gentry with a strong interest in martial arts, European opera, glazed pottery, and Japanese classics?  And if not — are there any features they share?  And significantly:  not just taste features — i.e. “all ankle lovers prefer blonds” (clearly not true)– but “do all ankle-lovers have ankles themselves?” or:  “do all ankle-lovers happen to have an extra-long middle finger in the right hand?”) The marketer will also want to know — I should say chiefly want to know — how to reach them — what media they watch, what magazines they read, etc.

Can you see what I am driving at?  Taste as a hidden structure of humanity!

In my view, Evolutionary Psychologists, like aestheticists (and all academics in general), would benefit greatly from courses in marketing research.  For instance, publications of the World Coffee Council would teach them that:

a) the entire coffee-drinker population in the world can be divided into several very specific groups (fewer than ten) — with respect to the particular coffee flavor they prefer;

b) that the populations of those groups are spread across the globe — but not evenly; they are in fact spread lumpily:  for instance, the preference for a coffee taste described by professional tasters as “burnt rubber” shows up all over the globe, even in (still) mostly coffee-less China, but is a significant plurality in only two nations on earth:  Poland and the UK;  not the majority, mind you, as in “50% +1”; but significant plurality, meaning the largest of the many minorities, and one large enough to dictate its tastes to others (it determines what gets put on supermarket shelves);

c) each such group consists, in different proportions, of a hard-core (can’t sell them a milky cappucino if their life depended on it) ; and hangers on (can drink any coffee, generally prefer burnt rubber, but happy to try whatever everyone else is having at the moment);  the hangers on can be sold a different product, the hard-core — only once;

d) the special gifts required to make a coffee-taster (a natural gift is required followed by intensive training) disqualify a person from telling you what they like:  people who have tasted a great deal of coffee often can’t make up their mind and, in private, actually turn out to be tea- or juice-drinkers; or else consume such a wide variety of coffees that they do not fall into any of the broad categories themselves; in other words, the process of training an expert, both sharpens ones taste and, in a sense, ruins it.

It is my hunch, based on years of conducting marketing research, that not only does the taste in ankles, but the tastes in opera and painting and architecture run the same way:  many islands of mutually incompatible, probably hard-wired taste-preferences; and between them a sea of hangers on, who happen to say they like X because their mother did, or their girlfriend does, and have some familiarity with it and some sentiment for it, but who really don’t have anything that could be called taste of their own; and swimming within that sea are — “experts” — near-omnivores, seeing everything, understood by the blind who see less and, in a sense, baffled by everything.

[Next lecture:  taste as a speciating factor]

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