Neale Martin & Kyle Morich | January 2010
Theories of consumer behavior posit that consumers are rational agents making conscious decisions about the branded products and services they purchase and use. However, research from the domain of automaticity proposes that the majority, if not all, of human behavior either begins as an unconscious process or occurs completely outside of conscious awareness. This article proposes a new model of consumer behavior that dynamically incorporates both conscious and unconscious mental processes that drive consumer behavior.
Compelling data suggest that 95% of what consumers do is pre-programmed behavior that's impervious to marketing. Now what?
Marketers have turned to anthropologists for research insights, an invaluable approach that adds to our understanding of consumer behavior.
Most behavior is controlled by a part of the brain that cannot be accessed. To understand your customer, you have to listen to what they do.
Like mammals after the fall of the dinosaurs, the companies able to manage these turbulent times await a reordering of the economic food chain.
Scientists have discovered that there is one brain, but two minds: a conscious, executive mind and an unconscious, habitual mind. Unfortunately, marketers are focused on the wrong one.
Learning to change customer behavior means making significant changes to your own. Get your customers back in the habit of buying from you.
By focusing on preserving brand equity, chief marketers can be invaluable to their organizations' survival today and expansion tomorrow.
Your products need to be habitual. In other words, buried so deep into the minds of your customers that they can't imagine removing you.
The broadband winners will not necessarily employ the best technology, but will develop a platform that users adopt for habitual use.
Apple begins with the end in mind, creating an intuitive and elegant device with applications to maximize the user experience.
Tech compaines overestimate the ability of the average user. It is not a matter of intelligence, but familiarity, that determines habituation.
Success will not be determined by picking the right technology, but by creating a user experience so automatic it becomes habitual.