1 / 29

Decoding Subliminal Advertising: The Psychology Behind Consumer Behavior

Explore the power of subliminal advertising in marketing, delving into the subconscious mind, conditioning techniques like Pavlov's dog experiment, and the influence of values and dreams in consumer decision-making. Discover how emotions and connections play a vital role in brand association and product selection.

bburton
Télécharger la présentation

Decoding Subliminal Advertising: The Psychology Behind Consumer Behavior

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. The Psychology of Marketing Koen Van Cauwenberge

  2. The myth Part 1

  3. Subliminal advertising

  4. Subliminal advertising

  5. Subliminal advertising

  6. Subliminal advertising

  7. Subliminal advertising

  8. The Subconsciousness Part 2

  9. The Subconscious • Sigmund Freud: founder of psychoanalysis

  10. The Subconscious

  11. The Subconscious

  12. The Subconsciousness • Experiment 1: Handshake.

  13. The Subconscious Experiment 2: Top of mind • Car • Washing powder (washing machine) • Lemonade • Toothpaste • Beer

  14. The Subconscious Experiment 3: Kahoot on logos: https://play.kahoot.it/#/k/ba0f73e1-1bc2-4591-9421-3d08d65bd6b2

  15. The Subconscious • 90% of all purchases: subconsciously chosen • low involvement <-> high involvement products • based upon EMOTIONS • connect an emotion with a brand • method: conditioning

  16. Conditioning Part 3

  17. Conditioning • Ivan Pavlov: Pavlov’s dog

  18. Conditioning

  19. Conditioning • No relation between the stimulus and the behaviour. • Publicity: You can connect any stimulus or positive emotion with any brand as to make people buy your product.

  20. Conditioning

  21. Conditioning

  22. Conditioning

  23. Values \ dreams Part 4

  24. Values • Make a drawing how your life would be ideally when you are 35.

  25. Values

  26. Marketing Part 5

  27. Marketing • People have different values and different dreams. • Find the right niche for your product: positive emotion + personal value + product

  28. Marketing

  29. Marketing • USP: Unique Selling Proposition • Ghosts • A-brands versus unbranded products • Don’t just fulfil needs, but create dreams!

More Related