The Unconscious Consumer


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From the Fuqua Forbes "Future of Marketing" Conference. How much more of consumer choice is driven by factors outside of conscious awareness than we might like to believe?

Academic point of view: Professor Gavan Fitzsimons

Practitioner perspectives: Jen Lineen MBA ’05, Shopper Marketing Manager at Coca-Cola and Liz Faria MBA ’08, Senior Brand Strategy Manager at Reebok International

Published in: Marketing
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  • When I think about brands I like to use the analogy of an iceberg. Anyone ever seen an iceberg?
  • As impressive at the part above the water is, the action is really below water. And that’s true of brands as well. The vast majority of what brands do in our lives occurs without any conscious awareness on our part. To demonstrate this notion, we wanted to create the laboratory equivalent of that person walking past you on the street. But we wanted to be 100% sure that participants in our study did not see the brand of beverage.
  • Participants in our studies were place in one of three groups, which determined which, if any, brand they’d be subliminally exposed to
  • To what extent do you think it is feasible that God, or some type of nonhuman entity, is in control, at least in part, of the events within our universe?To what extent do you think that the events that occur in this world unfold according to God’s, or some type of nonhuman entity’s plan?
  • The Unconscious Consumer

    1. 1. Apple’s construction of a creative brand personality
    2. 2. What they think they see…
    3. 3. What they actually see…
    4. 4. Creativity: Number of Uses 8 7.5 7 6.5 6 5.5 5 Apple box only IBM
    5. 5. Creativity: Number of Uses 8 7.5 7 6.5 6 5.5 5 Apple box only IBM
    6. 6. Creativity: Number of Uses 8 7.5 7 6.5 6 5.5 5 Apple box only IBM
    7. 7. Just how powerful are brands?
    8. 8. Belief in god Belief in a controlling god 7 6 5 5.1 3.6 4 3 2 1 Favorite number Concept activated Favorite brand
    9. 9. Who do you turn to at the end of a long day?
    10. 10. + Bad day = + Bad day = ?
    11. 11. Brands… • Are one of the most frequently encountered objects in our environments • Have deep and powerful roles in our lives • Can be much more helpful than you might think • But, choose those brands carefully… 22
    12. 12. 23
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