2. The Psyche of the
Digital Consumer

3. We ALL have a story to tell… but we
don‟t always choose to do so

4. However, the story we
cannot avoid telling, is
the one that our…
BODY
inevitably narrates

5. Not all narratives
are happy…

7. We repress the imperfect,
vulnerable part of our
lives.

8. ….We cannot give birth to
ourselves.

9. Our emergence out of the
shared physical space is
never absolute…

10. Separation-individuation
…is an extremely
complex process

11. What makes us aware
that we are….
BEINGS (in a body)?

12. 1) The early gazing-relationship
2) Skin to skin contact

13. (m)other

14. (m)………other

15. We are the „subject‟ of the
other‟s gaze

16. other
FALSE-Self
mother
TRUE-Self

17. Enter
the
world of
digital
media…

18. ….our bodies know
NO boundaries
….our psyche knows NO limits

19. The role digital media
plays in our lives is that
of the…
„OTHER‟
(m)

20. ….we become freed from the
idea that birth is destiny

21. ….we begin to see our bodies and
psyches as negotiable works in progress

22. We begin to believe
we can Redesign
ourselves at will…
Reclaim our
bodies…

23. …giving
BIRTH
to ourselves

24. virtual reality
can fuel
omnipotent
fantasies…

25. …virtual images of
the transformed
self…
can give rise to
pseudo
representations
of a pseudo-self.

26. Our biggest
challenge…?

27. …Digital consumers
are being perceived
as a growing
NUMBER…
A measurable
metric

28. “Twitter has over 500 million active
users as of 2012…. generating over
340 million tweets daily…. and
handling over 1.6 billion search
queries per day… Facebook has over
one billion active users….
trillions of e-mails sent, millions of
apps downloaded…. footage
uploaded….”

29. Ray Kurzweil: The Secret of Human Thought Revealed
“2045 will give birth to Singularity – a time of total
transformation, in which we will have near-infinite
intelligence at our disposal…merge with our computers…
cast off our bodies… extend our lives…”

30. We haven‟t
(& will not) suddenly
become a newly
evolved species..
Consumer 2.0…
With a USB port
behind our head …
emitting a quiet hum
as we go online…

31. We are… and will remain… what we always were
Beings in a body & subject to the (m)other‟s gaze…
The numbers are large because they are simply a
new manifestation of old human truths.

32. How to connect
to the psyche of
the digital
consumer…?

33. empathy +
experiment

34. … Empathic marketing
for the digital consumer

35. 5 tools for success

36. …. Create a HOLDING environment

37. …. Risk showing your TRUE self

38. … allow opportunities for SERIOUS PLAY

39. Parent
Adult
Child
… Decode Transference to your brand

40. Going on BEING…

41. 5-KEYS to empathy

42. 5KEYS
cognition
sensation emotion
personality
behavior

43. cognition automatic thoughts
Attitudes, images, beliefs, cognitive distortions
Current thoughts Evidence for Evidence against Desired thought What must change
HOT
thought

44. emotion affective states Moods, feelings and intensity
Current Evidence for Evidence against Desired emotion What must change
emotions
Highest
CHARGE

45. sensation physiological states
Observable bodily response
Current sensations Evidence for Evidence against Desired sensations What must change
BURNING
sensation

46. personality
predisposition
Temperament, proclivities, cultural context
Current personas Evidence for Evidence against Desired persona What must change
EMERGENT
persona

47. behavior
Actions/Reactions
Current behaviors Evidence for Evidence against Desired behavior What must change
DOMINIANT
behavior

48. “Our body always bears the trace of
the (m)other.
It is the site where we negotiate the
meaning of sameness & difference.
Facing the reality of the body &
psyche… means taking ownership of
its desires & limitations.
Of course, death is the ultimate
„otherness‟….
When we have to hand it all back.”
Dr. Lemma

49. thank you
For more information please
contact:
Ms. Batool Batalvi
SB&B Research
Suite# 4001
33, Charles St, East
Toronto, ON M4Y 0A2
Tel: 416.417.4559
Email: batoolbatalvi@sbbresearch.net
CONFIDENTIAL – THIS DOCUMENT IS THE PROPERTY OF SB&B RESEARCH
DO NOT COPY OR DISTRIBUTE WITHOUT PERMISSION
Presented: nextMEDIA Dec 3, 2012 The Carlu Toronto