Ad men wonder why consumers behave the way they do, why they buy or refuse to buy. So advertisers turned to psychological consultants and tried to understand and explore the deep unconscious and subconscious factors that motivate people. Once the real motivation was diagnosed they would use triggers that were needed evoke the desired response.
All of us are creatures of conditioned reflex so the main issue of all persuasion is to develop these conditional reflexes by using trigger words and symbols.
Ad men thus began talking about different levels of human consciousness. The first level is the conscious rational level where people know what is going on and are able to tell why.
The second level is the preconscious and subconscious where a person may know in a vague way what is going on but would not be willing to tell why. This is the level of prejudices, assumptions, fears and so on.
The third level is where we are not only not aware of our feelings and attitudes but we would not discuss them of we could.
Ad men increasingly began exploring the possibilities of marketing research. Hundreds of social scientists began depth studies for marketers. The most famed of these depth probes was Dr. Ernest Dichter. He claims any product must not only be good must appeal to our feelings deep into the psychological recesses of the mind.
All of us are creatures of conditioned reflex so the main issue of all persuasion is to develop these conditional reflexes by using trigger words and symbols.
Ad men thus began talking about different levels of human consciousness. The first level is the conscious rational level where people know what is going on and are able to tell why.
The second level is the preconscious and subconscious where a person may know in a vague way what is going on but would not be willing to tell why. This is the level of prejudices, assumptions, fears and so on.
The third level is where we are not only not aware of our feelings and attitudes but we would not discuss them of we could.
Ad men increasingly began exploring the possibilities of marketing research. Hundreds of social scientists began depth studies for marketers. The most famed of these depth probes was Dr. Ernest Dichter. He claims any product must not only be good must appeal to our feelings deep into the psychological recesses of the mind.