Chapter 2
Triggering the Psychology of Choice for Lifetime Value
IN THIS CHAPTER
Marketing in a climate of fear and anxiety
Addressing the unconscious mind
Understanding psychological triggers that drive sales
Making use of social influencers
Acknowledging people’s need for happiness and purpose
Creating ESP profiles
Research shows that most behavior is governed by our unconscious minds, which suggests that consumers don’t really know why we do what we do or choose what we choose. Understanding some of the basic tenets of human behavior is essential to building product packaging, promotions, and experiences that engage consumers beyond the conscious appeals of price, quality, convenience, and so on.
When studying the conscious and unconscious influencers of choice, we can’t ignore the influence of fear and its potentially long hold on the consumer mindset. Marketers need to understand ...
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