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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.

*************************
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 [email protected] 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 Sun. December / 10 / 2023

Digital advertising is still far too murky - Financial Times
Digital advertising is still far too murky  Financial Times

Ranked: The Top TV Advertising Spenders in 2023 - Visual Capitalist
Ranked: The Top TV Advertising Spenders in 2023  Visual Capitalist

Tesla defends 'Autopilot' and 'FSD' names in false advertising case - TESLARATI
Tesla defends 'Autopilot' and 'FSD' names in false advertising case  TESLARATI

Shohei Ohtani Notes: Advertising Revenue, 40-Man Roster Move - MLB Trade Rumors
Shohei Ohtani Notes: Advertising Revenue, 40-Man Roster Move  MLB Trade Rumors

How Much Amazon Advertising's Salaries Are in 2023 - Business Insider
How Much Amazon Advertising's Salaries Are in 2023  Business Insider

Disney: Elon Musk calls for boss to be fired over ad spat - BBC.com
Disney: Elon Musk calls for boss to be fired over ad spat  BBC.com

As X Advertisers Flee, We'll Remember 2023 as the Year Elon Tore Twitter Apart - Bloomberg
As X Advertisers Flee, We'll Remember 2023 as the Year Elon Tore Twitter Apart  Bloomberg

IPG Mediabrands Strikes Advertising Deal With Amazon Prime Video 12/08/2023 - MediaPost Communications
IPG Mediabrands Strikes Advertising Deal With Amazon Prime Video 12/08/2023  MediaPost Communications

Elon Musk Calls for Disney CEO Bob Iger's Resignation Amid Advertising Dispute - The Daily Beast
Elon Musk Calls for Disney CEO Bob Iger's Resignation Amid Advertising Dispute  The Daily Beast

'It ought to be illegal' for companies to mass boycott advertising on X: South Carolina Treasurer - CNBC
'It ought to be illegal' for companies to mass boycott advertising on X: South Carolina Treasurer  CNBC

The Key to Successful Advertising - Practical Ecommerce
The Key to Successful Advertising  Practical Ecommerce

Transit Advertising: An Effective OOH Strategy - MarketingProfs.com
Transit Advertising: An Effective OOH Strategy  MarketingProfs.com

Local author offers unique book cover advertising - Foothills Sun Gazette
Local author offers unique book cover advertising  Foothills Sun Gazette

Denver Council OKs advertising proposed 2024 budget | Community News | lancasteronline.com - LNP | LancasterOnline
Denver Council OKs advertising proposed 2024 budget | Community News | lancasteronline.com  LNP | LancasterOnline

Step beyond tokenism when advertising for people with disabilities and the LGBTQ+ community: Experts | News - Campaign Asia
Step beyond tokenism when advertising for people with disabilities and the LGBTQ+ community: Experts | News  Campaign Asia

Advocacy Groups Urge Federal Intervention in Medicaid/Medicare Advertising Targeting Vulnerable Populations - CT News Junkie
Advocacy Groups Urge Federal Intervention in Medicaid/Medicare Advertising Targeting Vulnerable Populations  CT News Junkie

Advertising boycott at the platform formerly known as Twitter grows by the day - NPR
Advertising boycott at the platform formerly known as Twitter grows by the day  NPR

Sustainable businesses explain 'greenwashing' and how to avoid it while shopping - WZZM13.com
Sustainable businesses explain 'greenwashing' and how to avoid it while shopping  WZZM13.com

Elon Musk And The Vulgarity Heard Around The Advertising World - Forbes
Elon Musk And The Vulgarity Heard Around The Advertising World  Forbes

Boost Your ROI With CTV And OTT Advertising: Five Proven Tactics - AdExchanger
Boost Your ROI With CTV And OTT Advertising: Five Proven Tactics  AdExchanger

Opinion: A thriving education system needs no advertising budget - Kennebec Journal and Morning Sentinel
Opinion: A thriving education system needs no advertising budget  Kennebec Journal and Morning Sentinel

U.S. political ad market projected to reach record $16 billion in 2024 - Axios
U.S. political ad market projected to reach record $16 billion in 2024  Axios

TikTok, gaming, and AI will define the advertising landscape in 2024, report says - Marketing Brew
TikTok, gaming, and AI will define the advertising landscape in 2024, report says  Marketing Brew

Amazon and IPG Mediabrands strike a three-year video advertising deal - Insider Intelligence
Amazon and IPG Mediabrands strike a three-year video advertising deal  Insider Intelligence

Serena Williams and Alexis Cohanian Storm Miami In Foundation Series Cybertruck: See - Tesla Doesn't Need to Advertise! - Torque News
Serena Williams and Alexis Cohanian Storm Miami In Foundation Series Cybertruck: See - Tesla Doesn't Need to Advertise!  Torque News

Minneapolis artist and advertising entrepreneur Miranda Moss dies at 81 - Star Tribune
Minneapolis artist and advertising entrepreneur Miranda Moss dies at 81  Star Tribune

With Concerns About Brand Safety, More Advertisers Have Left X - Forbes
With Concerns About Brand Safety, More Advertisers Have Left X  Forbes

Advertiser backlash may pose mortal threat to Elon Musk's X - NPR
Advertiser backlash may pose mortal threat to Elon Musk's X  NPR

Kevani expands LA digital signage advertising fleet with South Bay Pairing - Digital Signage Today
Kevani expands LA digital signage advertising fleet with South Bay Pairing  Digital Signage Today

Future of TV Briefing: How TV and streaming advertising's programmatic deal model is being updated - Digiday
Future of TV Briefing: How TV and streaming advertising's programmatic deal model is being updated  Digiday

Advertising on X right now might not be all bad – for some - Digiday
Advertising on X right now might not be all bad – for some  Digiday

X Is Working to Lure Smaller Advertisers as Elon Musk Keeps Alienating Big Brands - WSJ - The Wall Street Journal
X Is Working to Lure Smaller Advertisers as Elon Musk Keeps Alienating Big Brands - WSJ  The Wall Street Journal

Morning Brew welcomes Sara Badler as chief commercial officer, advertising - Editor And Publisher Magazine
Morning Brew welcomes Sara Badler as chief commercial officer, advertising  Editor And Publisher Magazine

EDPB publishes urgent binding decision to ban Meta's behavioral advertising across EEA - International Association of Privacy Professionals
EDPB publishes urgent binding decision to ban Meta's behavioral advertising across EEA  International Association of Privacy Professionals

Why the Detroit Lions chose direct-to-consumer distribution to diversify its advertising revenue - Digiday
Why the Detroit Lions chose direct-to-consumer distribution to diversify its advertising revenue  Digiday

IAB on the Hill: Advocating for Digital Advertising to Policymakers - IAB
IAB on the Hill: Advocating for Digital Advertising to Policymakers  IAB

Draftkings facing class action lawsuit over sign-on bonus advertising - NBC10 Boston
Draftkings facing class action lawsuit over sign-on bonus advertising  NBC10 Boston

Digital Out-of-Home vs. Traditional Advertising — Which is Best for You? - Entrepreneur
Digital Out-of-Home vs. Traditional Advertising — Which is Best for You?  Entrepreneur

Elon Musk restores X account of conspiracy theorist Alex Jones - Euronews
Elon Musk restores X account of conspiracy theorist Alex Jones  Euronews

Why Print Journal Advertising Is Still Essential To Omnichannel Healthcare Marketing - The Drum
Why Print Journal Advertising Is Still Essential To Omnichannel Healthcare Marketing  The Drum

Judge plans to rule in cannabis advertising case by year's end - Arkansas Times
Judge plans to rule in cannabis advertising case by year's end  Arkansas Times

Google Updating Cryptocurrency Advertising Policy For 2024 - Search Engine Journal
Google Updating Cryptocurrency Advertising Policy For 2024  Search Engine Journal

Musk Urges Firing of Disney CEO Bob Iger Amid Advertising Controversy - RetailWire
Musk Urges Firing of Disney CEO Bob Iger Amid Advertising Controversy  RetailWire

Lamar Advertising billboards show solidarity with snubbed FSU Seminoles - Tallahassee Democrat
Lamar Advertising billboards show solidarity with snubbed FSU Seminoles  Tallahassee Democrat

Musk told advertisers to ‘go f‑‑‑ yourself’ and stop spending on X. They might do just that. - The Hill
Musk told advertisers to ‘go f‑‑‑ yourself’ and stop spending on X. They might do just that.  The Hill

Advertising Vehicles Announces Strategic Growth Initiatives under New Vice President Ted Cain - Yahoo Finance
Advertising Vehicles Announces Strategic Growth Initiatives under New Vice President Ted Cain  Yahoo Finance

Pulaski County circuit judge will rule on medical marijuana advertising later this month | Arkansas Democrat Gazette - Arkansas Online
Pulaski County circuit judge will rule on medical marijuana advertising later this month | Arkansas Democrat Gazette  Arkansas Online

Social media platform X added 10 million new users in December, CEO says - Al Jazeera English
Social media platform X added 10 million new users in December, CEO says  Al Jazeera English

Advertising with Austin Monthly - Austin Monthly
Advertising with Austin Monthly  Austin Monthly

Google lets advertisers opt out of Search Partner Network amid Adalytics claims - MarTech
Google lets advertisers opt out of Search Partner Network amid Adalytics claims  MarTech

Elon Musk's attitude problem is the biggest issue for advertisers - Business Insider
Elon Musk's attitude problem is the biggest issue for advertisers  Business Insider

Waymark in Detroit Working to Automate TV Advertising Process - DBusiness
Waymark in Detroit Working to Automate TV Advertising Process  DBusiness

Our Political Advertising Policy for 2024 Primary and General Election - canadianrecord.com
Our Political Advertising Policy for 2024 Primary and General Election  canadianrecord.com

Global Advertising Growth Is Expected to Slow in 2024, Excluding Elections Spending - The Wall Street Journal
Global Advertising Growth Is Expected to Slow in 2024, Excluding Elections Spending  The Wall Street Journal

Nextdoor Launches Self-Service Portal for Advertisers - PYMNTS.com
Nextdoor Launches Self-Service Portal for Advertisers  PYMNTS.com

Walmart says it is not advertising on social platform X - Reuters
Walmart says it is not advertising on social platform X  Reuters

PC opposition leader critical of Liberals for advertising successes during cost-of-living crisis - CBC.ca
PC opposition leader critical of Liberals for advertising successes during cost-of-living crisis  CBC.ca

Walmart says it has stopped advertising on Elon Musk's X platform - CBS News
Walmart says it has stopped advertising on Elon Musk's X platform  CBS News

Podcast Companies Begin to Advertise Like Hollywood Studios - The Wall Street Journal
Podcast Companies Begin to Advertise Like Hollywood Studios  The Wall Street Journal

Air France, Lufthansa and Etihad ads banned for misleading claims - The Guardian
Air France, Lufthansa and Etihad ads banned for misleading claims  The Guardian

Gong Yoo: Gong Yoo and IU named 2023's favourite advertising models: Report - Times of India - IndiaTimes
Gong Yoo: Gong Yoo and IU named 2023's favourite advertising models: Report - Times of India  IndiaTimes

Advertising Trends to Watch in 2024 - Insider Intelligence
Advertising Trends to Watch in 2024  Insider Intelligence

This Year Next Year: 2023 Global End-of-Year Advertising Forecast - GroupM
This Year Next Year: 2023 Global End-of-Year Advertising Forecast  GroupM

Advertising & Marketing Tips Archives - Home Textiles Today
Advertising & Marketing Tips Archives  Home Textiles Today

Advertising Is Dead. Long Live Advertising. - WSJ - The Wall Street Journal
Advertising Is Dead. Long Live Advertising. - WSJ  The Wall Street Journal

Walmart Stops Advertising On X—The Latest Company To Pull Ads Off The Platform - Forbes
Walmart Stops Advertising On X—The Latest Company To Pull Ads Off The Platform  Forbes

Exclusive: Google Lets Advertisers Opt Out of Search Partner Network on All Campaigns Following Adalytics Report - Adweek
Exclusive: Google Lets Advertisers Opt Out of Search Partner Network on All Campaigns Following Adalytics Report  Adweek

Amazon Inks Deal With IPG Mediabrands as It Spools Up Video Ad Business - Hollywood Reporter
Amazon Inks Deal With IPG Mediabrands as It Spools Up Video Ad Business  Hollywood Reporter

Walmart Stops Ads on X, Joining the Advertising Exit - The Wall Street Journal
Walmart Stops Ads on X, Joining the Advertising Exit  The Wall Street Journal

US advertising employment reaches a new record high - Ad Age
US advertising employment reaches a new record high  Ad Age

Morning Brew hires Sara Badler as chief commercial officer, advertising - Axios
Morning Brew hires Sara Badler as chief commercial officer, advertising  Axios

Marketers & Influencers Optimistic About AI’s Impact On Advertising, New Study Suggests - The Drum
Marketers & Influencers Optimistic About AI’s Impact On Advertising, New Study Suggests  The Drum

Political Advertising Expected to Reach Whopping $16 Billion in 2024: Report - The Messenger
Political Advertising Expected to Reach Whopping $16 Billion in 2024: Report  The Messenger

The Washington Post Will Pause Its Advertising on X - Washingtonian
The Washington Post Will Pause Its Advertising on X  Washingtonian

How Much do Small Businesses Spend on Advertising? - Small Business Trends
How Much do Small Businesses Spend on Advertising?  Small Business Trends

UK advertising authority bans airline adverts over “greenwashing” - Airport Technology
UK advertising authority bans airline adverts over “greenwashing”  Airport Technology

Tata Play to introduce targeted advertisements on linear TV | Mint - Mint
Tata Play to introduce targeted advertisements on linear TV | Mint  Mint

How To Land On a Consumers Holiday Shopping List With Mobile Game Video Advertising Featured - The Fast Mode
How To Land On a Consumers Holiday Shopping List With Mobile Game Video Advertising Featured  The Fast Mode

In Global Ad Spend Forecasts, CTV Is Poised To Overtake Linear - AdExchanger
In Global Ad Spend Forecasts, CTV Is Poised To Overtake Linear  AdExchanger

Elon Musk slams Bob Iger over Disney advertising next to child exploitation material - TweakTown
Elon Musk slams Bob Iger over Disney advertising next to child exploitation material  TweakTown

Advertising foods high in fat, sugar or salt (HFSS) - Lewis Silkin
Advertising foods high in fat, sugar or salt (HFSS)  Lewis Silkin

Digital advertising is still far too murky - The Manila Times
Digital advertising is still far too murky  The Manila Times

Major advertisers flee X, deepening crisis at Elon Musk’s social media site - CNN
Major advertisers flee X, deepening crisis at Elon Musk’s social media site  CNN

Carol Williams, advertising powerhouse - KTVU FOX 2 San Francisco
Carol Williams, advertising powerhouse  KTVU FOX 2 San Francisco

X May Lose Up to $75 Million in Revenue as More Advertisers Pull Out - The New York Times
X May Lose Up to $75 Million in Revenue as More Advertisers Pull Out  The New York Times

Meta Faces Lawsuit From Spanish Media Over Advertising Practices - The Wall Street Journal
Meta Faces Lawsuit From Spanish Media Over Advertising Practices  The Wall Street Journal

2023 Reddit Recap: Trends, Advertising Updates, And Subreddit Highlights - Search Engine Journal
2023 Reddit Recap: Trends, Advertising Updates, And Subreddit Highlights  Search Engine Journal

Advertisers Say They Do Not Plan to Return to X After Musk's Comments - The New York Times
Advertisers Say They Do Not Plan to Return to X After Musk's Comments  The New York Times

New Hampshire newspaper publisher found guilty of political advertisement omissions - NewsCenterMaine.com WCSH-WLBZ
New Hampshire newspaper publisher found guilty of political advertisement omissions  NewsCenterMaine.com WCSH-WLBZ

Is This a Real Poster Advertising a 'Die Hard' Reboot Starring John Krasinski? - Snopes.com
Is This a Real Poster Advertising a 'Die Hard' Reboot Starring John Krasinski?  Snopes.com

Blending Experiences With Advertising, Lululemon Continues To Gain Share 12/11/2023 - MediaPost Communications
Blending Experiences With Advertising, Lululemon Continues To Gain Share 12/11/2023  MediaPost Communications

What do hotel guests really want in 2024? You might be surprised. - USA TODAY
What do hotel guests really want in 2024? You might be surprised.  USA TODAY

Mobile Advertising Definition, Types, and Examples - Investopedia
Mobile Advertising Definition, Types, and Examples  Investopedia

Local New Hampshire newspaper publisher found guilty of political advertisement omissions - Editor And Publisher Magazine
Local New Hampshire newspaper publisher found guilty of political advertisement omissions  Editor And Publisher Magazine

WWE Advertising AJ Styles For December 8th Episode Of SmackDown ‘Tribute To The Troops’ - Wrestling Headlines
WWE Advertising AJ Styles For December 8th Episode Of SmackDown ‘Tribute To The Troops’  Wrestling Headlines

X owner Elon Musk goes on a new rant against Bob Iger as Disney's advertising and content boycott of the platform ... - wdwmagic.com
X owner Elon Musk goes on a new rant against Bob Iger as Disney's advertising and content boycott of the platform ...  wdwmagic.com

Google advertisers can now opt out of Search Network - Search Engine Land
Google advertisers can now opt out of Search Network  Search Engine Land

Leading News Outlets Are Doing the Fossil Fuel Industry's Greenwashing - The Intercept
Leading News Outlets Are Doing the Fossil Fuel Industry's Greenwashing  The Intercept

Native Advertising Examples: 5 of the Best (and Worst) - WordStream
Native Advertising Examples: 5 of the Best (and Worst)  WordStream

Walmart joins growing list of companies to suspend advertising on Elon Musk's X - Business Insider
Walmart joins growing list of companies to suspend advertising on Elon Musk's X  Business Insider

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