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NEURO-EMOTIONOMICS: The Consumer-Brand Love Chemistry

Guest post by: James Eddine

Article Overview: NEURO-EMOTIONOMICS: mixing cognitive ingredients of the new love potion AND UNVEILING THE HIDDEN agendas

NEURO-EMOTIONOMICS: The Consumer-Brand Love Chemistry



The NEW CONSUMER: [a collection of thoughts, feelings and actions associated with the process of acquisition and consumption of an economical good.]

Falling in love: [ " a nascent state where a person becomes highly fluid and capable of merging with another person to create a new "us," the feeling is not centered around the person but the good feeling of the self around that person.]

Love chemistry : [Kahlil Gibran defines it as "spiritual affinity". It's the hidden element of chemistry. It's when two beings meet and connect on a deeper level. It can only be felt in the heart and soul. It's about friendship, respect, humor and the feelings of warmth and contentment that come when you are in his/her presence.]

Emotionomics in the new marketing paradigm,

At the point of purchase decision, the consumer's feel-good before he thinks happens extremely fast. His/her telemetric system reacts at 500 MS. A dopaminergic (pleasure) flow is released in the brain before the rational is triggered. Emotions are gatekeepers to the consumer-brand love relationship. In today's widespread skeptical market, emotional connections lay the ground work for consumer-brand love relationship.



OBJECTIVES

The objective is to make visible, accessible, intelligible all physical phenomena that take the unconscious influence above verbal communication. To trigger the act of purchase, you must first learn how to compose the perfect sound so your cash register can play. To create the link, it is more effective to play on the emotions with a moral side with a sustainable melody.

Phase of understanding ''the mirror concept'' That's exactly me

The 'I's of the brain:

His/her level of motivation drives the sale. Consider for a moment the word motivation. There are two interesting thing about it. It comes from the word "MOTION" meaning progress not standing still. Also it has two "I" s in it. "I" is not about you, it's someone else, simply put. The word motivation, implies it's up to them to make progress and it's up to you to activate the progress

The mirror concept is also called self-concept: The way someone perceives himself/herself, both physically and mentally, there are real self-image and ideal self-image. Once we understand it, we move on to what motivates the self, hence self motivations.

We must bear in mind that consumers do not consider a purchase only if he/she is motivated to do so. Motivations are related to needs, they are subject to a hierarchy. The best known classification is that of Maslow. According to Freud, the needs are manifested at different levels of consciousness, are poorly expressed and uncontrolled. In marketing, we must therefore highlight the symbolic dimensions of a product beyond its functional aspects.

Conclusion: to motivate and evoke his/her emotion you need to reflect, mirror and inspire all its subconscious dimensions to get them to pay attention to you.

See the diagram bellow for a visual explanation:



PRODUCT EXPLICITE NEEDS IMPLICIT(hidden) NEED

Fragrance hide body odor Attract and seduce

Sportcar Safety in passing other motorists Dominate sexually

at high speedTrangress/rules of traffic

Teen cell phone Allowing teens to communicateTracking of teens by parents

What happens when emotion is activates?

There are three main studies to undertake:

• The unconscious emotional manifestations

• Emotional engagement

• Influence of body language

Why observe consumers differently?

1- The purchase act is analyzed as a system of action and as a process over time that involves the rational and the emotional function of the purchase stages.

2- The consumer is primarily analyzed with quantitative methods (80% of budgets are invested on behavioral studies before the birth of any strategy. Methods used at the macro-social, make emotions less visible.

3- Emotion is taken into account, but there is a gap between what people say they want to buy and their actual practices. Hence the question: how to capture the consumer differently?

The consumer: a vision of dynamic and collective behaviors

We must continually understand the markets, consumers and products as related to unstable dynamical evolution of society rather than as the result of a consumer's lack of loyalty:

• Understanding the consumer today is not confined to its individual dimension, emotional or rational, but also understand the collective dimension of consumer action in the family and among friends.

• Understanding the purchasing decision as a result of practices over time subject to many physical constraints, social and symbolic.

• Seeing to it that the emotion and rational are mobilized in turn sequel according to the itinerary stages.

• Realizing that the brand does not always play a central role but at the same time still plays a role of differentiation.

• Showing that the purchase behavior is changing according to the stages of the life cycle.

The New Love potion: sprinkle a little of everything

We must work to integrate the unconscious dimension of the communication process in a study led by five major benefits:

Perceptive sensibility:

Ethnographic approach: descriptive behavioral of the consumption study context, behavior correlates and impact on strategic consumer product

Understandability:

Bringing together consumer behavior study descriptive, requires identifying his/her motivations, characterize the relationship of the product and provide customer segmentation behavioral type.

A good dose of truth:

More emotion and creativity ; integrating the unspoken emotion and placing it in the heart of your approach allows access to another truth. A face-to face connection allows coherent packaging design testing, sensory approach and intent to purchase.

A sparkling emotional symphony:



An arousing emotional pre-test renders a strong personal commitment that measures the emotional investment: It has now become the main vehicle that drives the actual purchase decisively:

• Emotion imprints are archaic and a codified language

• Emotional commitment is measured through an asynchrony that gets anchored between gestures and verbalization

• Talking about the love of the products had become a suspicious claim: revealing emotional awareness

and Love had become an ambiguous communication territoryAddressing new innovative methods and breaking the traditional research tools open the door to the new question: Are we ready to change? reely"

To read my complete articles visit my Website and click blogs, or vist me at Linkedin 'neuromarketing Montreal'I hope you enjoyed this presentation. I f you have any questions,please do not hesiatte to communicate. Cheers - James

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Article Tags: NEURO emotion



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