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leslie harpold, round three

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Steve Genco

Managing Partner

Principles of

Intuitive Marketing

How to Make Brain Science Practical

IIeX NA • Atlanta Georgia

June 16, 2014

“More and deeper

understanding of

nonconscious drivers of

behavior”

If marketers really understood

the nonconscious drivers

of behavior …

… they would not just change

HOW THEY MEASURE marketing,

they would change HOW THEY DO

marketing

5 insights

Intuitive

Consumers

1. They don’t think a lot about what they buy

2. They don’t pay attention to advertising and marketing

3. They have weak and fragile preferences

4. They don’t accurately remember our marketing messages

5. They don’t have conscious access to their own mental states

• They don’t think a lot about

what they buy But we focus on providing

information

Intuitive

Consumers

Traditional

Marketing

• They don’t pay attention to

advertising and marketing But we focus on attention

• They have weak and fragile

preferences But we focus on persuasion

• They don’t accurately

remember our marketing

messages

But we focus on recall

• They don’t have conscious

access to their own mental

processes

But we focus on

self-reporting

If you want brain science to

be more practical for

marketing …

… make marketing

more compatible

with brain science

What is Intuitive Marketing?

• The key features of Persuasive Marketing

– Demanding people’s attention

– Asking them to engage in conscious thinking

– in order to come to a conscious conclusion

– that will later guide their conscious behavior

• These are all System 2 processes

• Intuitive Marketing does not try to persuade

– It builds emotional connections through repetition

– It creates learned associations in the minds of

consumers

– It relies on automatic, nonconscious, internal

processes to do the work of converting those

associations into behavior

– It rewards attention, but does not demand it

• These are all System 1 processes

Intuitive Marketing

7 Practical Tips for Marketers

Learn how and when to modulate

attention – sometimes you want to

wake it up and sometimes you

want to let it sleep

Attention is a

tool in the

marketers

toolkit,

not a goal

Leon Levinstein, “Street Scene: Man Glancing at Woman in Tee Shirt and Shorts,” 1970s

Recognize that novelty is a

liability – we’re naturally curious

and drawn to it, but we don’t

quite trust it

From Margaret M. Bradley. "Natural selective attention: Orienting and emotion."

Psychophysiology 46.1 (2009): 1-11.

Appreciate the power of

processing fluency – easy processing

is often mistaken for familiarity,

liking, beauty, truth and low risk

Don’t rely on people’s stated

preferences – for the most part, we

don’t know what we’re going to do

until after we’ve done it

“Your

preference is a

product of your

behaviour and

not the origin

of it.”

− Rory Sutherland Executive Creative Director and Vice-Chairman, OgilvyOne

Don’t forget that much consumer

behavior is determined by

fast, automatic, and inaccessible

“approach-avoidance”

emotional responses

Accept that overt persuasion is not

the best way to change behavior

or improve business results

Long-term business benefits are

more likely to accrue from

nonpersuasive emotional messaging

Source: Les Binet and Peter Fields. The Long and the Short of It. Institute of Practitioners of Advertising (IPA). 2013

Recognize that

nonconscious contextual cues

are usually more important than

deliberative cost-benefit calculations

in driving consumer choice

From Dan Ariely. Predictably irrational, revised and expanded edition:

The hidden forces that shape our decisions. HarperCollins, 2009, pp 4-6.

If we only use nonconscious

measures to answer traditional

Persuasive Marketing questions, like:

• Are we maximizing attention?

• Do people understand our message?

• Are we persuading them?

• Will they remember our message?

… we’re just digging in the wrong

place with a different shovel

IMPROVED!

When marketers begin to ask new

questions, they will begin

to find new answers

• What marketing elements other than message can we use to

improve effectiveness?

• How can we increase and leverage familiarity?

• Are we maximizing processing fluency?

• Do we need to change the approach-avoidance reactions we are

triggering?

• What levers do we have to influence consumers without overt

persuasion?

• Are we effectively using decision heuristics to influence choice?

Thank you!

Steve Genco

steve@intuitiveconsumer.com

To learn more …

Read the book

Read the blog www.intuitiveconsumer.com/blog

principles ofintuitiveconsumer.com/blog/wp-content/uploads/2014/08/... · 2014-08-23 · principles...

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