"The Persuaders" mentioned a pivotal aspect of consumer behavior: community. People want to belong, even those emo kids. Why do emo kids shop at Hot Topic? Because they are emo kids. 

However, why do non-emo kids shop at Hot Topic? Because they like the style. Imagine those aggravated women from Maury, "You don't know me. You don't know how it is."

What if marketers tried a more submissive approach, putting the consumers in charge. Something like, "No, we don't know you, but we'd like to." This sounds familiar to existing ads, but where exactly from, I forget. Beep boop.