Unconscious motivations & associations: The linchpin of every purchase decision
Neuropsychology has shown that our brain not only works consciously, but more often unconsciously, i.e. implicitly. It processes signals and messages – logo colour, bottle shape or images – at lightning speed and filters, within milliseconds, whether they are attractive and relevant or not. And so influences behaviour and (purchase) decisions.
These unconscious mental processes are triggered by functional and psychological objectives: such as relaxing, feeling comfortable or being safe. It is therefore important for marketers and for strong brand positioning. To know and consider the unconscious motivations and associations that consumers have with a category or brand to be able to activate them, for example, with the right communication or packaging design.
In our webinar we will show you how you can make the unconscious motivations of your target group visible and easy to measure and so be able to successfully meet consumer needs.