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NEURO-CONSUMERISM: THE SUBCONSCIOUS BUYING: DIGGING THE DEEP WELL FOR THE HIDDEN MOTIVATORS,

Written by: James Eddine

Article Overview: As previously mentioned, we all have hidden (implicit) needs camouflaged by explicit needs that we sometimes use during the process of the purchase. If we think we buy consciously, we may think so, but in reality none of us buys consciously, we may not be aware if it, but it is our subconscious mind that is in charge.

NEURO-CONSUMERISM: THE SUBCONSCIOUS BUYING: DIGGING THE DEEP WELL FOR THE HIDDEN MOTIVATORS,

As previously mentioned, we all have hidden (implicit) needs camouflaged by explicit needs that we sometimes use during the process of the purchase. If we think we buy consciously, we may think so, but in reality none of us buys consciously, we may not be aware if it, but it is our subconscious mind that is in charge.

With this presentation, I will attempt to explain the hidden reasons why a consumer buys a product or a service subconsciously and not consciously.

Conventionally, to measure advertising effectiveness, it must contrast two approaches. The direct econometric approach: this approach measures advertising expenditures impact on sales or (Market Share), contrary to the indirect approach

that considers that advertising effectiveness must first be evaluated by its impact on the "cerebral apparatus" (Share of Mind). This is partly because a missing link is found between advertising expenditures and sales, as well as the difficulty of interpreting the influence of other elements of the marketing mix (price, promotion ...)

Booting the subconscious mind to react

The phenomenon of booting the implicit memory is excavated by the implementation of cognitive processes such as the unconscious.

The unconscious processes has several facets:

1- They are not intentional because they do not obey to intended response,

2- They are involuntary because they occur automatically in response to the presence of the environment's basic primer.

3- They are inexpensive in effort and in drawing a limited pool of processing resources.

4- These characteristics can be contrasted with those of conscious processes, including the conscious deliberate implementation and required effort.

Consequently, implementation of unconscious processes is hardly evident in of individual's behavior and responses. The technique to track down these

unconscious processes is described as the paradigm of initiation.

This document shows how in the subject environment, pre-existing primers may lead to the disclosure and the implication of memory contents

associated with it. These implicit memory variations are drawn from various fields such as cognitive psychology, social psychology / behavior and

personality study.

Advertising? No, it has no effect on me

This is what we all say when asked about advertising's degree of influence of on us.

With our drawback and our ability to judge, we feel that we have this startling power over it. In reality, we are real sponges to everything that's visual,

because we are visual humans: logos, slogans, posters, billboards etc.

This is called the "unconscious influence". Advertising is also more effective if it goes unnoticed, you know it as subliminal. An experiment conducted in

2008 by famous professor who has shown when subjects were asked to read a text for fifteen minutes on a website. Meanwhile, some twelve banners of

twelve different brands were scrolling in a corner of the screen located in the visual field of subjects.

Amazingly enough, none could see them consciously as a monitoring eye movements made them disappear even before the eyes have had time to view

them. Yet eight days later, all participants has positive feedback towards the brands in question.

Study had therefore determined that it was sufficient to show a brand fifteen times on the screen to get such reaction! This exhibition is part of what

psychologists call implicit memory, to say the least, traces of past experience stored in memory without being aware of it will serve in our later

behaviors and ratings.

Whenever we're faced with the same logo, again and again it reinforces this memory and makes the logo even stickier. These exhibit active neuronal

networks of peripheral vision. Therefore, its approximate shape, color are kept track of in our implicit memory. With experience, habit, the brain

processes the credibility of the logo more quickly.

Whenever one is faced with the same logo, the brain still remembers it. This exhibits the peripheral vision's active neuronal networks, also called

cognitive fluidity.

Today, brands are everywhere without our awareness: on shirts, on television, on our clothes, on billboards at the entrances of towns and of course on

all websites. They all leave imprints in our implicit memory without realizing it.

Google ON my mind

Google, like other well known brands are deeply anchored in subconscious mind, so much so that

begin to say: go google it, Or can you give me a Kleenex

This link explains cohesively how Google managed to get deep under your skin without paying a dime for advertising the article is found here

searchengineland.com/human-hardware-the-subconscious-side-of-search-14103

So how do we reach the bottom of the well?

Examples:

1- One foot in the door:

The reward system: Refer to my previous anti-tobacco article

2- The first door is closed but the second (supposed to be the first) is open:

The goal is to put forward two proposals, knowing well your first will be refused but will get the second accepted favorably; which is the real proposal. So

we must begin by an extravagant demand following it by another that appears less extravagant, by comparison, inexpensive and therefore difficult to

refuse.

This approach is more effective, for if the subject refuses the first one to contribute to a noble cause in the second, it will be in harmony with its

conscience and is also a more reasonable proposal. There are many more way to trigger the subconscious mind to react but I will not expose all of them at one may be in later articles.

Digging into the subconscious mind for real answers

Here is a question that was part of the 2008 political election: A survey was conducted to

To see how voters react to two different proposals candidates put forward:

What do you think of the recent greenhouse gas emissions reduction measures?

_______________________________________________________________________________________________

HERE IS THE TEST:

SURVEY 1 : Pepared negative affirmation

A- In your opinion, which of the two prepared affirmations is true?

1-- According to political enviromentalists

reducing Greenhouse gas emissions

in the automobile industry will haveheavy consequences in job market.

2- Imposing a salary prededucted ecological

tax reduces consumers purchases and

creates economy set backs

SURVEY 2 : Prepared positive affirmation

1- Reduction of greenhouse gas emissions in

various industries gives everyone a cleaner

and more breathable air.

2- Reducing car exhaust carbon dioxides in big

cites reduces respiratory ilneses in young children

B- Now that you've taken the time to think, which of the two gaz emission solutions would you favor?

SURVEY 1 : results

In favor 69%

Against 20%

Not sure 11%

SURVEY 2 : results

In favor 85%

Against 8%

Not sure 7%

-------------------------------------------------------------------------------------------------

SURVEY 3: Controlled survey

In the 3rd survey, called survey testing, Question B was asked directly withtout prior proposed

answers, this group represents the opinion of reference:

Question: what do you think of the Greehouse gas proposed measures?

In favor86%

Against 8%

Not sure 6%

You can clearly see that formulas stressing the adverse effects of policies to reduce greenhouse gas influence's function were simply spectacular

While the control group (3) was 86% in favor of measures to protect the environment, this rate dropped to 69% average for the negative poll (1).

20% of people voted against the measures when they were less than 9% in the controlled group and 11% expressed reluctance 6% in the controlled group.

Conclusion:

In social psychology, this form of influence is called "priming effect". It is to put in the memory of those voters certain concepts, carefully selected, that will surreptitiously guide their judgments. Thus, when responding, the respondent relies on what is available to them in their most accessible memory , feeling the rush of such actions could have consequences on either job losses or cleaning the air for health purposes.

Our neurons are constantly thwarting the reason

How does one make a decision? The mechanism is so complex that researchers are just beginning to penetrate the mystery ...

Should I invest in this project? Trust this person? Choose this car over another? Take a cigarette or quitting smoking? Every day, our brain receives dozens of requests that must respond faster or slower, selecting an action among the various alternatives available to him. How to choose? Can we influence the decision?

For more than a century, predominant theory told us that this process was governed by logic, rational reasoning. Nothing like today!

Armed with powerful scanning techniques, neuroscientists are starting to discover a much more tortuous than it seems ... And much more unpredictable emotion, pleasure, memory, anticipation, fear ... an infinity of factors involved in making key decisions seem to make futile attempt at their rationalization.

I hope you enjoyed this article. if you needa new directionin your next campaign, I'd like to hear from you. For more on neuromarketing, generational marketing * Intelligence,explore my Linkedin via my my profile here

Cheers, James Edine

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Article Tags: NEUROCONSUMERISM



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