Read posts about consumer subconscious on Sentient Decision Science’s implicit market research blog.
While brand name products in the healthcare realm seem to be losing ground to their generic counterparts, Pepto Bismol has added 0.7 market share points in its original formula and 2.5 market share points in stomach remedy tablets despite being priced approximately 60% more than private label products (source: Advertising Age). While Pepto Bismol brand […]
Society revolves around an endless parade of enviable goods—Rolex watches, Prada handbags, cars flaunting the Ferrari logo, and artwork by Rembrandt, Monet, or Warhol. After depositing a paycheck, we race to the shopping mall to snatch up the latest and greatest items, never pausing to consider the true reasons behind our “need” for these products. […]
Richard Thaler and Cass Sunstein wrote Nudge with optimism and dedication as primary tools while arguing for ways which we could improve our world. And there’s no government policy shift necessary – we only need to pay closer consideration to how we present decisions to individuals. The authors show how small changes in such “choice architecture” can produce big results. You might be surprised, but just by changing the order of food items in a cafeteria can increase or decrease the frequency which certain foods are selected by as much as 25%. Imagine, just from placing the vegetables at eye level in a prominent position in our school cafeterias and placing the Hostess delicacies on a hard-to-reach shelf (or even more sinister, hide them in a cupboard where students must open a door to access them), we could significantly improve our children’s diets.
Have you ever seen an anti-DUI commercial that displays horrific car crashes resulting in crushed metal and graphic imagery?
Martin Lindstrom is “one of the world’s most respected marketing gurus;” the jacket of his 2008 release Buyology tells any curious reader in no uncertain terms. This brief fragment of description, if given some vitamins and a tall glass of milk to grow, could easily be ascribed to the work as a whole. With this said, though, Buyology is undeniably a very compelling book. Its narrative reads well, the pacing is smooth, the description and analogies sound. Lindstrom’s dives into thought-provoking and exciting questions like whether there is a significant relationship between how we experience brands and religion. He illustrates how scent and somatic markers (emotional responses tied to specific perceptions) pervade our everyday lives and could help marketers better connect with their consumers.