Jeanette studies human psychology, what drives us, with the goal of understanding how to use the unconscious drivers in behavior and loyalty.
She says that 90% of all thoughts are unconscious, but still marketers aim for the conscious 10% in advertising and other marketing activities.
A study shows that the three top values that we make or decisions upon, differ a lot between the conscious and the unconscious mind. Conscious values:
The study was made in US, China and Brazil. The results for the total survey looks a bit different than for US (see below). I presume that shows how the society norms affects us in an unconscious way. I have seen since I moved to US, how very important security is considered in every day life. I would like to see the numbers and values for Sweden, who has a total different security net/healthcare system, where you don’t need to worry in the same way regarding your everyday decisions.
The unconscious mind also decide in what we trust. For purchasing decisions, we trust the recommendations from people we know the most. On the second place, we trust consumer opinions online.
What does not show in this picture, is the trust for authorities, that often exceeds the trust in our own personal values (70% vs 30% according to one survey) that is often used in advertising.
We respond to pleasure and avoidance of pain, and we are more concerned about avoiding pain than getting a reward. For sales people this is old news, who has not heard of the “turn the knife” method, if you know what the pain is the client is trying to avoid – you have a golden key to speed up the business process.The most important thing, is to speak to the client according to their affective system and not yours. If 90% of people see threats, while 10 % is more risk taking, you need to form the message according to that. You need to bring the customer from a state of survival – to a state of trust and then believing.
Of course then the challenge is to find out what unconscious values your market is driven by.
We see ourselves living a life in good, and making a difference in the world. Five drivers dictate our behavior in every aspect of our life:
- Feel connected to others
- Making a difference
- Associate with and experience good
- Fareness, Justice
This also affect how we react to brands and campaigns. That is why the Dad’s sixth sense made a sales boost of 40% and Jaguar “It feels good to be bad” mad the sales go down 30 %. Jeanette compared these areas to religious tenents that build loyalty, as vision, power to overcome, stories that inspire, symbols, hope and evangelism. And companies who manage to build their brands around a movement instead of a product, standing for something, involving people, engaging in CSR.
- 50 % of consumers globally support CSR companies even it means paying more, and 50 % if the price is fairly equal
- 75 % buy from brands with like values
- 90 % (nearly) are likely to Trust and Purchase from a brans with CSR impact
- 40 % globally “actually” made CSR purchases
Whats in it for B2B
10-40 % of B2C consumers are personally connected to a brand and 50 % + of B2B purchases are emotionally connected to vendors.