Ask a Professor


How has marketing contributed to the overall increase in corporations psychopathic behavior?

It is the story that corporations are forced to follow that is reinforcing psychopaths

Questions & Answers 11/01/05
Hello all,
Professor Morris, I definitely would agree to an extent with your theory that we all have subscribed to a story. This story is usually set forth by our government, family, friends and other sources that we are often aware of. Due to the story we consume specific goods and conversely will refuse to accept or even acknowledge other products despite the possible benefits that they might afford us. The outside forces that have impressed or imposed this story of beliefs, ideas and theories upon us will do anything within their power to maintain the stronghold they have on our consumption.
We do however have a choice and this ability to choose has and will forever be a threat to "them". Therefore, they often withhold information from us in order to sway our thoughts or feelings through creative advertising and try to make us believe that their products are the best for us. The only problem I have with your thesis of marketing = storytelling is the fact that I believe that even if we did not have any outside pressures molding or influencing our consumption I think that we would still want to have the biggest/best product/good available. By this I mean that there is something innate within humans that subconsciously guides us towards consuming what is not necessarily best but what we perceive as the best.

Even without the story a human being would choose the cheeseburger over the broccoli or the Mercedes over the Honda. Why is that, it cannot be simply chalked up to the coincidence that we have been brainwashed to believe that the cheeseburger tastes better or that the Mercedes drives better, quite the contrary I think. I think that as human beings we are urged by an instinctual want/need to have what appeals to us.
Again I feel that you have many valid points concerning the story driving consumption but I feel that even without the story, consumption would still be guided by an internal need to want what we perceive is best, iciest or tastes best. Therein lies where marketing or the story comes into play. The individual who then can tell us the best story that most closely coincides with what we internally wanted to begin, will in the end receive our consumption.
Thank you,

From Dr. Morris to my Students of article I sent to ELMAR.
Hello Fellow Professors:
A Theory of Marketing and Storytelling
When was the last time anyone of us in the world purchased something that we wanted? I do not believe it has ever happened. To purchase what we want would require consumption to be separated from the power of our unifying stories.
All of us are joined together in groups, communities, religions, nations, and other forms of belonging through an adherence to a common unifying story. This commonly held story identifies, guides, rewards, punishes, and protects us from others. Consumption always represents a form of belonging that supports a unifying story. It is impossible to separate consumption from our forms of belonging. There are no limits to what a form of belonging will do to defend their particular story. The slightest perception that another form of consumption is at bay is met with instant force. Forms of belonging represent an entire worldview of how all followers are to live their lives.

Marketing is both a means of story protection and of an instrument of story conquest. The e-book "Arkaim: Marketing Wars" DM identifies all consumption as a conflict among stories. An existing story that is challenged with a product that represents another form of belonging will fall. How can current marketing textbooks, scholarship, accreditation, and associations be so wrong and so right to reject marketing and storytelling? Academic marketing forms of consumption are wrong because we now have no practical value and right because we do not interfere with the dominant academic story form. The story form that demands compliance in business education is science. Science is simply another self protective story form that has forced us to block access to storytelling in marketing?

You are reading this theory on ELMAR because our science driven marketing academic story will not allowed any change to occur. Can we continue to capitulate to business education and their dominant academic story form? Marketing practice has remained with the timeless storytelling form. When we realize that the science form of academic marketing dooms marketing professors and students their control over our consumption will end.
David Morris, Ph.D.

Hello sg
I am very happy you sent me your comments. Could I put them on my web page with my reply? With your name?

If you have the slightest reservations do not do this.

If I understand you are saying is that there are things that humans crave like sugar, salt, caffeine, drugs that are beyond the story. I agree. But I believe that these craved items are controlled through a story and its rituals. I say this without have looked into it. I will. To be honest I had not considered this until you mentioned it.

As far as the big car I believe these are within the story. Each story either reinforces some type of hierarchy of consumptions or some type of sharing. It can be for any number of reasons that link back to the story. I will also look into this more.
You will be extremely successful in your life.

David Morris

Hello Professor,
Certainly, I do not mind at all. Once again I definitely think that the story will have a direct impact on controlling or guiding our primal wants/needs but my theory is simply.
That even without a story, if we were in a state of perpetual chaos/anarchy without religion, government, advertising or any semblance of organization, I think we would still want what instinctually catches our attention.
Just my thoughts