By John Schinnerer, Ph.d.
An evolution is currently taking place in the field of marketing. This evolution has to do with the exponentially increasing understanding of the human mind - the subtle yet profound influence of the subconscious mind on human behavior.
Conscious awareness is merely the beginning of the journey into the mind. Neuroscientists agree the vast majority of cognitive processing takes place outside of conscious awareness. Most neuroscientists estimate between 90-95% of mental and emotional activity occur outside our conscious notice. Much of this "underground" activity is automatic and emotional. Much of this commotion is bubbling just below the level of our awareness.
So what's the fuss? Why care about mental activity that goes on behind the scenes?
The main reason is that subconscious activity has a massive impact on our perception of the world, daily behaviors, buying decisions, and satisfaction with life.
For example, the price of wine influences how people perceive the same bottle of wine. When people are told the price of wine is higher, they subconsciously create the perception of a better tasting wine. The "higher priced" wine is perceived to have better, more desirable characteristics such as improved body, taste, and aroma in comparison to a glass of the same wine with a reported "lower price."
Another study showed that brand recognition plays a large role at the subconscious level in influencing how we perceive objects, such as soda. Blind taste tests may show that individuals like drink A over drink B by a large percentage. However, when those same individuals can see the product packaging and brand, they prefer B by a wide margin. No change in the two drinks, just an awareness of the brand which subtly yet powerfully kicks the subconscious mind into motion and changes the way the taste buds perceive drink A compared to drink B.
In addition, conscious self report measures such as polls, surveys and focus groups are poor predictors of consumer behavior. Self report measures are notoriously flawed in their ability to predict future behavior. The relationship between what consumers intend to do and what they actually do is low and can be completely unrelated at times. For instance, over 60% of individuals who tested a new kitchen appliance in their home stated they were "likely" or "very likely" to buy it within three months. Nearly a year later, not even 13% of those consumers actually followed through with their stated intention and bought the appliance. In following up with those who said they were going to buy but did not, it was discovered that this group could not explain the disconnect between their stated intention and their behavior.
What's more, the subconscious mind works at lightning fast speed. It works so quickly that it can pick up information from the environment that does not even register in the conscious mind. For example, a message which appears for a brief 30 milliseconds (below the temporal threshold of conscious awareness) dramatically affects individuals' behavior in the near future. An automobile manufacturer tested a new sensor system which automatically measured the speed of the car as well as the distance of an object directly in the path of the car. When the program discerned a high probability of a crash, it flashed a message on the windshield, "Brake!" During testing of the program, it was found that the ideal length of time to flash the message on the windshield was 30 milliseconds - so fast that the conscious mind was not even aware of it, but the subconscious mind was. When the message was shown for 30 milliseconds, drivers demonstrated optimum braking ability. When the message was displayed for longer periods of time (so the conscious mind could "see" it), the braking performance of drivers declined.
These examples are just the beginning of a revolution in marketing, advertising, branding, and improved consumer experiences.
With the birth of new imaging tools and innovative methodologies such as Emotion Mining's patented approach to get at subconscious thoughts and feelings, the mind is rapidly beginning to reveal its secrets. Similar to exploring the deepest depths of the ocean, we are on the verge of stunning new discoveries. And, among others, marketing and branding professionals stand poised to reap the benefits.
Dr. John Schinnerer is Director of Emotion Mining Company, Inc. (http://www.EmotionMining.com), a firm with an unparalleled, patented process for measuring conscious and subconscious emotions for marketing, branding, team building, and to facilitate change initiatives. Dr. John Schinnerer hosted Guide To Self Radio (http://www.GuideToSelf.com), a daily prime time radio show, in the San Francisco Bay Area. Dr. Schinnerer is also President of Infinet Assessment (http://www.InfinetAssessment.com), a psychological testing company to help firms select the best applicants. Infinet was founded in 1997 and has worked with companies such as UPS, Erie Insurance Group and Schreiber Foods. He graduated summa cum laude from U.C. Berkeley with a Ph.D. in psychology. Dr. Schinnerer has been an executive coach and psychologist for over 10 years. Dr. Schinnerer's areas of expertise range from positive psychology, to emotional awareness, to moral development to the subconscious. His first book is on ways to lead a meaningful and happy life and is entitled, "Guide To Self: The Beginner's Guide To Managing Emotion and Thought."
Article Source: http://EzineArticles.com/?expert=John_Schinnerer,_Ph.d.
No comments:
Post a Comment