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
**************************

---

The Seven Second Race: How to Draw Attention Your Ad

You've decided to launch your advertising campaign but you have... Read More

3 Inside Secrets To Making You Richer Using Direct Mail!

Making money using direct mail isn't easy. And anyone who... Read More

Why Your Ad Failed

So you spent good money on an ad, put it... Read More

Secrets of Getting Free Advertising

The opportunities for getting free advertising for your product or... Read More

4 Ways to Double the Power of Your Business Cards

Sure, everyone needs business cards. But why not make your... Read More

Electronic Display Boards

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

Finding Your Target Market

Achieving sales is probably the biggest challenge a web business... Read More

Five Characteristics of Highly Successful Advertising

Have you ever spent a small fortune on advertising that... Read More

Offline Advertising Secrets: Using Offline Advertising to Get the Most from Your Name Squeeze Page

Many people online are not using one of the best... Read More

15 Tips for Better Yellow Page Ads

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

Secrets And Top-Tips Of Mail Order Advertising

Good Advertising creates more production, thus greater consumption, faster turnover... Read More

10 Tips to Use Giveaways Effectively

Walk around any trade or consumer show and you will... Read More

Do Your Adverts Get You More Sales?

Philadelphia retailer and US Postmaster General, John Wanamaker, once said,... Read More

Create Your Own Business Cards, Part 2

This is the second part of creating your own business... Read More

How To Use Pictures To Immediately Start Increasing The Response Rates Of Your Marketing

There should only be one, over-riding reason why you're doing... Read More

How to Breathe New Life into Your Advertising Campaign

If you haven't made many sales or perhaps none at... Read More

How to Know if Direct Mail Will Work for Your Business

Here's a great lesson that applies to direct mail. Ready?... Read More

Fax Broadcast Services Get Your Message to Millions

If your company is one of those innovative businesses that... Read More

3 Elements To A Deal-Sealing Classified Ad

Have you ever wondered why your perfectly fine classified ad... Read More

Effective Promotions Through Local Classified Sites

Today's online marketplace is extremely competitive. People want to market... Read More

Mobile Detailers; Customer Window Displays

Mobile detailers have all types of customers, many of whom... Read More

Scrolling LED signs

Scrolling LED signs is type of LED signs that displays... Read More

Womentisements

The unnecessary and extensive use of female models in advertisements... Read More

A $40 Million Dollar Little Known Referral Strategy

Would you like to know how a car wash chain... Read More

Organizing Business Cards for Effective Contact Management

Now that you've had colorful new business cards printed, and... Read More