Deprecated: mysql_connect(): The mysql extension is deprecated and will be removed in the future: use mysqli or PDO instead in /home/a26f9f83/public_html/articles/includes/config.php on line 159
Just What Are Consumers Thinking? > NetSparsh - Viral Content you Love & Share

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

In The News:

This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news

The Verge

Google is lifting its ban on cryptocurrency advertising next month
The Verge
Google will resume accepting cryptocurrency-related online advertising after previously banning such ads earlier this year, according to a report from CNBC today. Lifting the ban will allow regulated crypto exchanges to purchase ads through Google's ...
Breaking: Google to Reverse Crypto Ad Ban for Exchanges Advertising in US, JapanCointelegraph
Google ends cryptocurrency ad ban — but only for certain kinds of adsCNBC
Google ends ban on cryptocurrency-related advertisingProactive Investors USA & Canada

all 93 news articles »

Business Insider

What you need to know in advertising today
Business Insider
On Monday night, Kevin Systrom, CEO of the Facebook-owned photo-sharing app, announced that he and fellow cofounder Mike Krieger were departing the social media firm. His statement came after a report from The New York Times that the duo had quit, ...
Facebook's News Feed Curator Could Be the New Head of InstagramTheStreet.com

all 2,272 news articles »

Recode

Billboards — yes, billboards — are having a heyday in a digital world
Recode
But surprisingly, a seemingly retro ad format — outdoor advertising — is also having its heyday. Ads on billboards, buses and at venues like baseball stadiums are expected to see record spending this year. Worldwide ad spend on so-called “out-of-home ...


RichmondBizSense

The Pitch: Advertising and marketing news for 9.25.18
RichmondBizSense
Barber Martin Agency released its latest campaign for Virginia Lottery. The “Spin on Scratching” campaign includes a 30-second TV spot featuring longtime game show host Wink Martindale hosting a game show in the middle of a convenience store to ...


The Local Sweden

'Distracted boyfriend meme' is sexist, rules Swedish advertising watchdog
The Local Sweden
Sweden's advertising watchdog RO has now ruled that the use of the meme was "gender-discriminatory", both due to presenting women as "interchangeable" and "sex objects" and presenting "a stereotypical picture of men seeing women as interchangeable".


ICC releases new code of conduct for global marketing and advertising industry
International Chamber of Commerce
ICC has today released the tenth revision of its flagship Advertising and Marketing Communications Code—a globally-applicable self-regulatory framework developed by experts from all industry sectors worldwide. The ICC Marketing Code was launched ...


FoodNavigator-USA.com

Industry leaders adopt tighter voluntary nutritional standards for advertising to children 12 and younger
FoodNavigator-USA.com
All 18 companies that participate in the Council of Better Business Bureaus' self-regulatory Children's Food and Beverage Advertising Initiative have agreed to implement stronger Category-Specific Uniform Nutrition Criteria that apply to foods ...


Letter: Truth in advertising
Arizona Daily Star
I see TEP has signs everywhere saying “No on 127. Higher electric bills”. I commend them for telling the truth. If you vote NO on prop 127, you will get higher electric bills. Buddy Gill. Marana. Disclaimer: As submitted to the Arizona Daily Star ...


Wall Street Journal

Vox Media On Pace to Miss Revenue Target as Digital Advertising Disappoints
Wall Street Journal
Vox Media, which relies on advertising as its primary source of revenue, has sought to diversify its business over the last year. The company has expanded its cross-company advertising network, Concert, launched a podcast business, cut licensing deals ...


Future of Mobile Advertising – How EasyVisual Launched Mobile App for Brands Promotion
PR Newswire (press release)
More companies are willing to use mobile devices as a new advertising channel for reaching their target audience and there are technologies that can help to do so. Advertising network EasyVisual has announced the launch of Banners App on September 9th ...

and more »
Google News

Five Characteristics of Highly Successful Advertising

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

How To Write Kick-Ass, Profit Pulling Adverts For Your Business?

Doesn't that just grab you by the eyeballs and make... Read More

The First UK Man To Become a Human Billboard an Interview

Advertising on humans using tattoos is rapidly kind of freak... Read More

Ten Ways To Sell Advertising Space Fast

1. Give your customers a discount when they spend over... Read More

Should You Advertise on TV?

When people discover my background in advertising, the questions flow.... Read More

3 Things Every Yellow Pages Advertiser Needs to Know

Too many business owners and marketers know that Yellow Pages... Read More

Advertising Agency In Boston: Tips and Tricks

The big news on Wall Street last year was the... Read More

Online Advertising: 10 High Impact Psychological Triggers To Super-Charge Your Ad

If you knew these 10 high impact insider's hidden psychological... Read More

Creativity and Getting Outside of the Box

Sitting in front of a blank piece of paper? Wondering... Read More

The Not-So-Hidden Persuaders: The Power of The Media Upon Us All

In 1957, a perspicacious young journalist from Pennsylvania named Vance... Read More

Latino Television Programs Fill a Void in Hispanic Advertising; While Advertisers Look to Attract

Advertisers that are beginning to focus on the young Hispanic... Read More

10 Ways to Advertise Your Business For Free!

At some point many small business owners are left with... Read More

Heard A Good Radio Ad Lately? Neither Have We

To many ad agencies, radio is considered advertising's ugly stepchild.... Read More

Push vs Pull Advertising

Push vs. Pull Advertising - Understand the Consequences for your... Read More

7 Tips for Better Ads

The content of advertising is basically the same no matter... Read More

Secrets to Get Free Advertising

The opportunities to get free advertising for your product or... Read More

Advertising Your Holistic Business

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

Cross Cultural Advertising

"Culture is a like dropping an Alka-seltzer into a glass... Read More

Persistant Advertising Will Do No Harm!

From my experience, I've been on many discussion groups and... Read More

Good Design Makes Good Sense

Organized your pencils and pens lately? Sorted your clothes into... Read More

7 Unique Ways To Get FREE Advertising

1. Give Testimonials When you purchase a product or service... Read More

Juice - Scam of the Decade or Opportunity of the Century

If you are an ardent web surfer and MLMer like... Read More

How to Save Money by Making Your Own Sign

In the sign industry we commonly refer to the material... 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

Direct Mail Catalogs & Brochures: Write Captions That Sell

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