Read posts about TV/media on Sentient Decision Science’s implicit market research blog.
Imagine you’re at the top of the men’s Super G at the 2010 Olympics. You are the reigning Downhill season champion and three days earlier you were favored to win the Downhill, you finished in a disappointing 6th place. You’re 35 years old. Twelve years ago you took the Silver at the Nagano Olympics in […]
Our goals in life can be activated without our awareness. This unconscious activation of goals results in subsequent behavior aimed at achieving those goals (Uleman & Bargh, 2004). This means that we often are pursuing goals that are important to us, without knowing whether or why we are pursuing them. Marketing, since it’s inception with the advent of sexual reproduction (Reid & Halgren, 2009), has been using the recipe of unconscious goal activation to great success.
Today, our lives are inundated with elegant creative executions of advertising stimuli that tap into our most fundamental human needs to stir our emotional associations with brands. On SuperBowl Sunday, with a captive audience ready to be entertained, the table was set for the unconscious activation of consumer goals by brands looking to embed their message deeply in the consumer subconscious.
Fill in the blanks: Blizzard of ___? ‘78 Sprinkles or Jimmies ___? Jimmies 5 inches of snow ___? Dusting Manhattan chowder ___? Never heard of it If you know the answers to these questions, you’re a “true New Englander” according to McDonald’s in their new ad campaign for their Newman’s Own coffee. Newman’s Own New […]
Paranormal Activity. Everyone has heard of it, most people have seen it, but how has it been so successful? It started as a low budget horror film, shot for only $15,000, and has turned into the most profitable film of all time, grossing more than 100 million dollars in the US and Canada alone.
Kurt Warner doesn’t want to make an emotional decision. Good luck with that. In a thriller last night in Arizona, the 38 year-old Quarterback threw for five touchdowns and 379 yards on 29 of 33 passing in a 51-45 victory over the Green Bay Packers. With that kind of performance, the talk around the absurdity […]