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Understanding the Unconscious Mind of Consumers

We know that the subconscious mind plays a powerful role in brand development.
In order to influence consumers subconscious it pays to remember seven key principles summarized in the video above.

1) The unconscious mind filters perceptions to shape how we see the world. Two people can watch the same movie and take a different message from it. If we really want to understand consumers we have to research the filters (values and beliefs) that shape how they see the world.

2) The unconscious mind uses symbols not language. Symbolic images (like the water droplet that says freshness or the wide open landscape that says freedom) connect faster with the unconscious mind than written words.

3) The body is run by the unconscious mind. Our emotions have an immediate effect on physiological reactions. This means even emotional reactions that happen outside of the awareness of the consumer can be researched by measuring physiological changes.

4) The unconscious mind is very habitual and requires a number of repetitions to change. This is why advertising for example benefits greatly from a higher number of exposures – as subconscious effects become stronger and support the initial conscious message taken from the advert.

5) The unconscious mind does not process negatives. So it is always better to talk about what your brand is (innovative) rather than what it is not (run of the mill).

6) Memories are stored in sensory packages. If someone struggles to remember details about an experience ask them how they felt at the time, what they saw or heard – they will soon be able to remember the entire experience again.

7) The unconscious mind is not logical. One of the reasons traditional research struggles is because it is looking for logical, consistent answers all the time. People’s real life behaviours are not logical – the best way to understand people is to allow them to be who they are, even if that doesn’t fit with our expectations. Your brand development will prosper as a consequence.

To find out more about how understanding consumers’ unconscious minds can help you build more powerful brands please get in touch.

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