How inconsistency can lead to a slight tinge of consumer disappointment.

I hate to admit it. But I was only there for the clap.

I’d seen others experience it and I could hardly wait until it was my turn.

Finally, the chance came.

I had convinced a friend to buy a new iMac at our local Apple store here on the Gold Coast.

As always, the place was packed.

I explained to my friend that after departing with a new major Mac purchase, it’s tradition for all the staff to clap in unison when you walk out the door. All the shoppers in the store stop their browsing and clap along too.

We would feel like superstars for five seconds – floating in slow motion through the warm, fuzzy, uber cool confines of the apple store until shoved brutally back into the reality of an uninspiring shopping centre.

According to reliable sources, the clap feels like a rite of passage.

It’s like you’ve finally ‘arrived’ – baptised by the coolness-ness of the Mac brand and all it represents.

It’s what makes shopping at an Apple store a little sweeter than say, Dick Smiths, Kmart or Hardly Normals.

So after the credit card was swiped it was time to swipe the smirk of gleeful expectancy off our faces – because it ain’t cool to appear as if you’re expecting ‘the apple clap’ – no way – you gotta roll with the coolness and walk out appearing quietly surprised when it happens. Being gracefully cool is the trick.

Our departure was imminent.

We inched our way towards the exit, secretly feeling a wee bit more superior than the non-purchasers still drooling over the demos in the store.

Heads held high and one last knowing look at each other, we strode through the exit like triumphant warriors – our juicy new apple under our arm.

But silence.  No clap.

Silence!

Crying at this point would have been ridiculous. But considering the lead-up, and my super-sensitivity to all things emotional, it was now a possibility.

Talk about mixed feelings – was it disappointment we didn’t get the clap OR embarrassment for desperately wanting applause in the first place?

Big deal. We bought a new computer. So what. Why should we expect applause?

Well – here’s the thing.

When a brand leads us to expect a certain emotion after our purchase, whether it be through word of mouth or their own marketing efforts, and we don’t feel that way after the purchase, we feel ripped off.

Has similar happened to you. Disappointing hey?

That’s my rave for today. Out for now.

Catie@loudcow.com.au

 

P.S. If you’re listening, I still love you apple. Every relationship is hit with emotional disappointment from time to time – I can cope. But if you see someone that looks like me with the latest Mac Pro under their arm, about to depart your store, can you make sure you give them the clap…please?