If advertising was a straightforward process, consumers would only buy what they need based on facts alone. However, the unconscious mind makes sure that this will never happen. The scary truth is that every individual has an inner self that is perceiving the world without our awareness. Sigmund Freud called this part of the mind, the "Id". Within the first few years of this discovery, this new knowledge was being used to manipulate the masses and shape Western democracy.
A forgotten truth about human the history of marketing is that Freud's nephew, Edward Bernays, was the creator of public relations. The work of his uncle was being used to shape public opinion around presidents, encourage women to start smoking cigarettes, and encourage support for a capitalist democracy during the Cold War era. This was accomplished by genius marketing campaigns that played on the desires of the unconscious mind.
What do we know about the unconscious mind?
Our unconscious mind is shaped by our beliefs, desires, expectation and context. There are irrational feelings of fear, love and primal emotions and expressions that are tied to it. It is the phenomena behind the greatest atrocities of history, the strongest feelings we experience and often is the main answer behind stories where things just don't add up.
How do marketers harness the power of the unconscious mind?
Research in psychology and neuroscience suggests that the unconscious mind plays a pivotal role in decision-making. The unconscious mind processes information much faster than the conscious mind and can handle a larger volume of data simultaneously. This rapid processing includes emotional responses, memories, and learned patterns that influence decisions without the individual's conscious awareness.
Strategies for Marketing to the Unconscious Mind
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Emotional Appeal: Emotions significantly influence consumer behavior. Marketing that evokes strong emotions—whether happiness, nostalgia, or even fear—can be more effective in driving purchases than purely informational content.
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Sensory Marketing: This strategy uses sensory experiences (sight, sound, touch, taste, and smell) to create an emotional connection with the product or brand. For instance, the smell of fresh bread in a supermarket can induce feelings of hunger and comfort, encouraging purchases.
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Social Proof: Humans are inherently social creatures and often look to the behavior of others when making decisions. Testimonials, reviews, and influencer endorsements can tap into this tendency, guiding consumer behavior on a subconscious level.
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Repetition and Familiarity: The mere exposure effect is a psychological phenomenon where people tend to develop a preference for things merely because they are familiar with them. Repeated exposure to a brand or product can make it more likable and increase the likelihood of purchase.
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Storytelling: Narratives are a powerful way to communicate messages and values. A compelling story can bypass analytical thinking, allowing the brand to connect directly with the consumer's emotions and values.
Ethical Considerations
While marketing to the unconscious mind can be incredibly effective, it also raises ethical questions. This technique of communication can be used to take away peoples' defenses and present them with a solution. Critics argue that it can exploit consumers' vulnerabilities, leading to impulsive and potentially harmful purchasing decisions. Marketers must navigate these strategies responsibly, ensuring that they promote products ethically and do not manipulate consumers in harmful ways.
When the unconscious mind is focused on negative aspects like scarcity, fear, aggression and mistrust and this is done on a mass media scale, the outcome can put millions of people a dissatisfied emotional state. While this is not illegal and can be cleverly disguised to almost go entirely unnoticed, creating feelings of inadequacy is not a good long-term strategy for any business.
As these marketing tactics aren't far off from jedi mind tricks, it's important to consider what you are trying to sell. Is it truly the best? Is it a waste of money or time or have other unethical aspects associated with it? Even if the Id is what inspires individuals to make a purchase, the Ego and Super Ego are parts of the mind that will process and review your service from a consumer and eventually the truth comes out through word of mouth from the higher self of your consumers.
Conclusion
Marketing to the unconscious mind taps into the deep-seated instincts and emotions that drive human behavior. By understanding and leveraging these unconscious processes, marketers can create more engaging and effective campaigns. It is an important aspect for every business to know about if they need to create intent for a purchase to be made or get a consumer to perform a specific action. It is crucial to approach these strategies with ethical considerations in mind before using them. When businesses or brands are unethical and these tactics come to light, it has the ability to destroy public opinion of a brand overnight. As the field of neuromarketing continues to evolve, it will offer even more insights into the complex interplay between the mind and consumer behavior, providing new opportunities for connecting with audiences on a profound level.
