So perhaps Freud was onto something here. There are all sorts of psychological triggers that influence where and how we choose to spend our money. It’s not surprising that advertising strategies often appeal to both the conscious and the unconscious mind. (Roger Dooley pointed this out in his “Obligatory Iceberg” slide, circa 2013.)įreudian theory assumes the unconscious mind governs our behavior, probably more than people imagine. In more recent years, the iceberg metaphor has become a cliche. In the early days of neuromarketing, nearly everyone included an iceberg image in their presentations or marketing. According to Freud, the most important part of the mind is the part we cannot see. But, the largest and most significant part is below the surface – the unconscious. On the surface, you have the tip of the iceberg – or consciousness. Tapping into the unconscious mindįreud would often use the analogy of an iceberg when it came to describing the unconscious mind. Give your followers the right cues and incentives to get them to open up, and you will likely find not only positive responses but also areas for improvement. This provides a space for visitors to interact with your brand (and each other). Building customer reviews and forum functionality into your website is one way. In other words, we must encourage people to talk freely, just as Freud did. We want them taking photos and videos, sharing on social networks, and recommending the brand to family and friends. We want our customers to be engaging with us. Even today, word of mouth remains 92% more effective than all other forms of advertising. While not therapeutic, they can be lengthy and are designed to identify underlying emotions and associations.Īs business owners, one of our primary aims is to get customers talking about our products. Indeed, some neuromarketing firms like Olson Zaltman still use in-depth interviews. In doing so, Freud hoped to uncover the underlying reasons for their symptoms. During psychoanalysis, patients would lie on a couch and talk freely about their thoughts. Here’s how we can interpret Freud’s theories and apply them to marketing best practices today… Encouraging people to talk freelyįreud was the father of psychoanalysis, also known as ‘the talking cure’. But, his practices and ideas can still form useful metaphors that help us understand how to connect with our customers. Freud’s theories have fallen out of favor with many academics and therapists. Sigmund Freud, the Austrian neurologist and founder of psychoanalysis, would likely have something to say about neuromarketing.
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