"Lock-Step" Mentality is Also Seen in Business

In Japan, the term "yokonarabi" is often used. It means everyone behaves in the same way. A good example of yokonarabi is Japanese women who buy designer goods.If magazines introduce a nice bag, many women rush to purchase it. The Japanese have a tendency to feel a sense of security when they behave the same way as others do.

The same thing can be said in business. For instance, suppose you sell advertising space in your magazine to company A. The person responsible for placing the advertisement may ask you if their rival companies B or C have advertised.

If company B and company C have not advertised yet, you may think there is a good chance to sell advertising to company A. However, many clients will hesitate to place advertisements in this case. This is because the person responsible will be blamed if the results prove to be poor. If their rival companies’ advertisements are included, there is a higher possibility that the person responsible can place an advertisement with peace of mind.

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