Might a restaurant become famous for making customers feel clever?
People love experiences that become part of their identity.
People enjoy feeling lucky, but they love feeling clever.
The hidden mechanism is identity reinforcement. Discovering hidden dishes, unusual traditions, or secret knowledge allows customers to see themselves differently.
Imagine finding a restaurant few people know and introducing friends to it before it becomes popular.
A second-order effect develops because customers become storytellers. Sharing discoveries becomes a way of sharing identity.
People often think businesses sell products. Some quietly sell the joy of feeling like the kind of person who discovers them.
