Advertisers know the shortest route
to the pocketbook runs straight
through the heart and that murky
jungle called the subconscious. Are
hidden persuaders creeping silently
into minds and shaping our desires?
Which leads our decision making –
the heart or the mind? Is one a
leader while the other follows
quietly behind? How do reason
and feelings cooperate in the
marketplace?
Explore:
• Hearts or heads? Do we buy using
cold, clear logic or do we make
messy decisions pulled by our
hearts? Do mysterious
subconscious impulses shape our
consumer world?
• How do we decide if Coke or
Pepsi is better? Is taste the
driving force? Could it be we
drink the brand that is “most like
me?” Do we drink feelings?
• Which heuristics do consumers
use to make marketplace
decisions? And what’s a heuristic?
Learn about subconscious
“mental shortcuts” we all use to
make decisions easier.
• Do cues work below your level of
consciousness to guide decisions?
Are you influenced by the thud of
a car’s door? By the growl of its
engine? A chalkboard in a deli?
The color of a food? Where a
food is sold?
• Are you faithful to a single brand?
Does brand blindness lead you to
ignore the faults of your significant
brand?
• Can a name or label change your
opinion or feelings?
• Explore what both marketers and
consumers need to know about
the role of emotions and the
subconscious.
Advertisers and marketers do not
need to hypnotize us into buying or
send us subliminal messages so we
“don’t know what hit us.” All they
need is to understand some things
about our decision making that we
don’t even know. Watch
How
Consumers Decide to learn -- not so
much to learn about devious
advertisers as about how you make
decisions. Look closely at those
clever ads and you might learn
something – about yourself.
Running Time: 21 minutes
Copyright 2007 Learning Seed
