People are emotionally driven in their purchasing decisions and rationalize purchases with logic after the fact. Researchers find that people often lie or misreport information like alcohol consumption. Most consumer thinking occurs subconsciously, as non-verbal thought neurons activate before verbal ones, so marketers need to understand hidden motivations driving consumer decisions to increase sales. Favorite brands see premiums of 20-25% as consumers now control brand positioning online.

1. 7 Marketing Secrets
Consumer Behavior
September 2013

2. People buy from emotional reasons
then rationalize their purchase with
logic

3. People lie to researchers
• They under report
their alcohol
consumption
• In one study
participant’s were told
a fluid they drank
would make them sick
– 80% felt sick

4. As much as 95% of consumer’s thinking
occurs in the subconscious mind

5. Consumers don’t think in words. In
fact, “though” neurons light up before
“verbal” neurons

6. The secret to increased sale is to
understand your customer’s “hidden”
motivation

7. Most consumers would pay a 20% to
25% premium to their favorite brands

8. You no longer control your brand’s
positioning. The consumer does.

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