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 darrinfcoe@consumer-thinking.com or 719-275-5907 after 5:00 PM MST
**************************

---

Direct Mail Catalogs & Brochures: Write Captions That Sell

Many prospects skim through catalogs and brochures, glancing at the... Read More

What the Newspaper Ad Person Won?t Tell You

Newspapers are considered the PRIMARY advertising medium by 99.4% of... Read More

Media Savvy ? Media Skills For Rural Women

The ability to lead, persuade and influence are integral skills... Read More

Advertising Your Holistic Business

The most basic answer is the same answer as to... Read More

5 Reasons Why Headlines Are Crucial To Your Website?s Success

Without a powerful headline, your message stands little chance of... Read More

80% of All Advertising Is Wasted Due To This Common Mistake

You're flipping through this publication as you wait for your... Read More

Hit Them With Benefits

More about advertising from BIG Mike McDanielIt makes no difference... Read More

Printing - How Do I Buy It?

Why should I care where I get my printed material... Read More

Does Post Card Advertising Really Work?

You've decided to try advertising your business with post cards.... Read More

Dont Be a Secret Agent

This tactic of the game was hard for me to... Read More

Electronic Display Boards

Electronic display boards signify high priority messaging, allowing you to... Read More

5 Tips for Hot Yellow Pages Ads

Yellow Pages advertising is one of the most popular forms... Read More

The Motivational Triggers That Make People Buy

In order to sell more products and service, you need... Read More

Advertising 101

Advertising has truly become a part of all of our... Read More

Tips for Using Paid Advertising

Quite a few business out there can't survive without some... Read More

Why Not Use the Humble Fax in Your Advertising Strategy?

When my daughter complained recently about the prohibitive cost of... Read More

Top Jingle Companies: What to Look For, What to Expect

The internet offers you the opportunity to seek out jingle... Read More

Media, the Internet, Yellow Pages, and Your Business

If you are reading this article, chances are you could... Read More

Information To Include On Your Business Card

The logo and graphic elements that you include on your... Read More

Media Planning: Smart Choices for Your Success

Media Planning for SmartiesYou say you're ready to advertise. How... Read More

Print Your Marketing Postcards For A Penny, Address Them For Free, and Automate the Whole Process

This article will show you how to cut your printing... Read More

Never Be Caught Cardless Again: Five Tips to Help You Remember Business Cards

Sorry, I Don't Seem to Have a Business Card With... Read More

How to Write Ads that Pull Orders

If your ads aren't paying off then you need this... Read More

Marketing Lessons I Learned in Chicago this Week...

I was in the fine city of Chicago this week... Read More

3 Simple But Powerful Off-Line Advertising Strategies

There are several ways to advertise and get the word... Read More

10 Tips For Writing A Profit Producing Ad

1. You can get ad copy ideas by studying similar... Read More

Direct Mail = Your Money, From Printer to Mailbox to Trash!

I did a quick, very unscientific survey of 25 of... Read More

The Man With The Grasshopper Mind

The title of this article also happens to be one... Read More

Advertising In The Local Press

There are three main reasons why I would hesitate when... Read More

If You?re Tired Of Adverts That Don?t Work And Letters That Don?t Sell, Then You Must Read This

Over the 32 years I've been involved in sales, marketing... Read More

15 Tips for Better Yellow Page Ads

Yellow Pages advertising is one of the most popular forms... Read More

Get Free Radio Advertisement

Here's a neat trick to get lots of radio advertisement... Read More

Customer-Involving Signage and Selling

Here's some easy ways to create signage that will attract,... Read More