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Just What Are Consumers Thinking?


Research would indicate that consumers don't know what they're thinking. According to an article written by Jack Shimell (2002) for Quirk's Marketing Research Review, Consumers make their decisions and react to advertising based more on unconscious emotional processes than on conscious rational processes.

There appears to be an interplay between the conscious and the unconscious with the unconscious being the driving force, when it comes to reactions to advertising and purchase decision making.

There is also a distinct personality / temperament factor involved in consumer thinking and behavior. People with moderate extrovert traits tend to react more positively to advertising, while introverts and people with few extrovert traits would appear to be very difficult to affect through advertising.

Part of this may reside in the fact that introverts tend to be energized by solitary activities that are less affected by outside factors while extroverts tend to be energized by outside influences such as social status, social engagement, peer relations, and social value of products or services.

The introvert tends to be more affected by internal factors that can be analyzed and processed at their leisure. They operate based on facts, information, and internal beliefs and attitudes.

The above discussion is why you must develop a demographic profile of your ideal customer. From this profile you can develop advertising and a marketing campaign that feeds the unconscious of the consumer.

Based on the research presented in Shimell's (2002) article, marketers and advertisers would be smart to incorporate elements that target both the conscious and unconscious processing of targeted consumers.

Unconscious elements would be music (the research in the article indicated that music was an very important factor in positive reaction to advertising), color, graphics, and movement. Conscious elements would be text, voice-over, overt product offers, and interactive elements such as redeemable coupons.

Different segments, audiences, and occupations tend toward predictable personality and temperament qualities which can guide targeted marketing and advertising. Take the time to know and understand your ideal customer and adapt your advertising to their personalities and unconscious processes. In your marketing campaign it's smart to have a combination of conscious and unconscious elements that tie into different media channels and your consumer's personalities.

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Darrin F. Coe, MA holds a master's degree in psychology and operates "The Center For Understanding Consumer Thinking" at http://www.consumer-thinking.com

Contact him for consulting at darrinfcoe@consumer-thinking.com or 719-275-5907 after 5:00 PM MST
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Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Mon. December / 18 / 2017

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Honesty in advertising - Nieman Journalism Lab at Harvard

Nieman Journalism Lab at Harvard

Honesty in advertising
Nieman Journalism Lab at Harvard
Taking ideologies to action: We're entering an era of advertising honesty. It is time to be truthful in what the value and experience should be and have media companies invest in the ability to facilitate and lead by example. We are actively ...


Netflix and Spotify Ask: Can Data Mining Make for Cute Ads? - The ... - New York Times

New York Times

Netflix and Spotify Ask: Can Data Mining Make for Cute Ads? - The ...
New York Times
Netflix and Spotify have turned their users' habits into marketing campaigns to the delight of some. But not everyone.

and more »

The Path Toward Standardization In OTT Advertising - AdExchanger

AdExchanger

The Path Toward Standardization In OTT Advertising
AdExchanger
For example, Nielsen and comScore are making more headway in providing reach, frequency and GRP measurement for OTT at the campaign level. But despite great progress, our industry will need to drive toward standardization for OTT advertising to truly ...


Amazon Prime may be investigated after late delivery complaints - Business Insider

Business Insider

Amazon Prime may be investigated after late delivery complaints
Business Insider
Online retail giant Amazon may be investigated by the Advertising Standards Authority after Prime customers complained the one-day delivery time was not being met. Amazon Prime customers, who pay for a premium next day delivery service, have also taken ...
Advertising Standards considers inquiry into Amazon PrimeBBC News
Advertising authority considers complaints over Amazon Prime delivery timesThe Independent
Amazon Prime faces probe over Christmas delivery failures as customers say they have waited FOUR DAYS for their ...Daily Mail
Telegraph.co.uk -The Guardian -City A.M.
all 44 news articles »

WISeKey to promote WISeCoin Cryptocurrency for the Advertising Market to Tokenize Consumer Attention - Nasdaq

WISeKey to promote WISeCoin Cryptocurrency for the Advertising Market to Tokenize Consumer Attention
Nasdaq
The combination of Consumer Identities (WISeID) with Consumer Attention Tokenization (WISeCoin) creates an Authenticated Consumer Attention, which is a key requirement for effective advertising and converting contacts into contracts. Brands using the ...

and more »

The Advertising ID Consortium Announces New Member Companies - Mobile Marketing Watch

The Advertising ID Consortium Announces New Member Companies
Mobile Marketing Watch
Ahead of the weekend, The Advertising ID Consortium — the open identity solution for the digital advertising ecosystem — announced new platform partners that have agreed to join the Consortium in addition to the three founding members — AppNexus ...


War on Trump: Major advertisers plunge into politics - Washington Times

Washington Times

War on Trump: Major advertisers plunge into politics
Washington Times
The influential advertising-trade association 4A's released earlier this year a survey that found that 58 percent of Americans frown when established commercial brands “get political” and take sides on complicated issues. “Consumers are not looking to ...


Disney's Advertising Empire Could Get More High-Tech After Fox Purchase - Variety

Variety

Disney's Advertising Empire Could Get More High-Tech After Fox Purchase
Variety
With an acquisition of a good chunk of 21st Century Fox, Disney takes control over many things it does not currently have. Its cable networks target families, kids, and young teens. Fox's outlets go after people interested in big-swing drama and ...

and more »

Vpon Releases Hong Kong Quarter 3 Mobile Advertising Statistics & Trends Data Report - Markets Insider

Vpon Releases Hong Kong Quarter 3 Mobile Advertising Statistics & Trends Data Report
Markets Insider
HONG KONG, Dec. 18, 2017 /PRNewswire/ -- Vpon Big Data Group, an Asia's leading big data ad tech company, releases its Hong Kong Quarter 3 Mobile Advertising Statistics & Trends Data Report, unveiling consumer's digital behavior when consuming products ...

and more »

Facebook will no longer always divert international advertising revenue to Ireland - TechCrunch

TechCrunch

Facebook will no longer always divert international advertising revenue to Ireland
TechCrunch
Facebook today said it is shifting to a “local selling structure” in countries outside the U.S., in which its advertising revenue in that country will be recorded by their local company in the country. That means that rather than directly route its ...
Facebook to book advertising revenue locally amid political pressureCNBC
Moving to a Local Selling Model | Facebook NewsroomFacebook Newsroom
Facebook | The Irish TimesThe Irish Times

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