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Showing posts with the label unconscious marketing

Four Factors of Unconscious Marketing

Subconscious goals = how we see the world. As competition between products and services rises, marketers seek new methods of promoting products beyond the cultural borders that often limit sales potential. The paper by Woodside and Brasel (2011) provides an overview of unconscious branding as well as its four major methodological approaches.  Understanding what researchers have already found and where large gaps in the literature exists help in highlighting the need for additional research. Unconscious marketing deals greatly with the concept of behavior, action and beliefs (BAB) toward products. At its core is the belief that behavior proceeds action, which in term fosters particular beliefs in products ( Wilson, 2002). Thus, most thinking is on an unconscious level and behavior typically occurs before conscious thinking. If so, marketing can be effective at an unconscious level. To understand the unconscious it is often beneficial to see an example in ancient history. W

Book Review: Unconscious Branding by Douglas van Praet

Modern marketing entails the embedded secrets of unconscious branding. The book Unconscious Branding: How Neuroscience Can Empower (and inspire) Marketing by Douglas van Praet delves into the influences of the unconscious on human behavior and marketing effectiveness. The understanding of neuroscience explains how feelings lead to choices that that result in product sales. Advertisers and product designers spend billions of dollars every year on creating the right advertising mix to lure potential buyers to their products. Hidden desires and needs seem to drive much of human behavior even though we are often unaware of why we are purchasing products or how it enhances our self-perception. Yet these unconscious forces are pulling us to fulfill these undiscovered needs from morning until evening….perhaps even beyond.  When Freud discovered his sense of the unconscious, it had a vast effect on the climate of the times. Now we are discovering a more accurate vision of the unc