Subconscious Marketing

Understanding the nature of subconscious decision making allows marketers to develop the adequate strategies to trigger attention

People follow their instinct and most of the time make optimal decisions because they are made by the subconscious mind. That is why people trust their instinct and if an offer does not come across as credible for them, it will likely be rejected.

When the subconscious brain identifies a good opportunity, it produces a positive emotion and automatically triggers a decision in order to fulfill this emotion. On the other hand, when the subconscious brain identifies an opportunity that we do not like, it produces a negative emotion that makes us avoid this opportunity.

To target the subconscious brain it is important that a company communicates itself in order to meet psychological goals that enable the activation of the brain. When it happens, the company is being able to produce a certain emotion to the target which leads to quick decision making.

One of the marketing techniques used to activate the subconscious brain is related to power.

A lot of people desire is to have influence, to persuade others and feel powerful. This involves having authority, hierarchy, prestige and the feeling of being unique and special. A lot of companies try to embrace this emotion by rating customers on different levels depending on their purchases giving special advantages to the ones on the top level.

One example of this marketing technique usage is online gaming sites. They try to arise the desire for mastery of the users through different strategies like competition with other users and leaderboards. Online games like zynga poker, texas hold’em or poker stars also allow users to play against friends on Facebook and use levels of mastery to communicate progress and the competence of the players.

Nowadays, an important amount of our actions are driven by impulses, knowing this information we have to take it in advantage and use different techniques to make the subconscious mind of our consumers create these impulses. However we can not forget that it is very important to have a strong rational motive to buy a service or product, that is why it is also important to create needs and desires.

Analysis: Lau Pujadas