In the last two decades, there has been an incredible thirst for more discoveries of the subconscious mind. The potential and power of the subconscious are limitless, and there is the fact that humans use the subconscious mind on a daily basis. So do you have any wonders bout how it triggers our actions and how can we use it in marketing strategy? Read this article to get the answer.
What does it mean to act subconsciously and what does it relate to marketing?
The mind is a complicating thing containing two parts: conscious and subconscious. In which, our subconscious is the part of our awareness that rests just below the level of our conscious mind and it makes decisions before our conscious even knows what’s going on. Our subconscious mind is like a huge memory bank. Its capacity is virtually unlimited and it permanently stores everything that ever happens to us.
The function of your subconscious mind is to store and retrieve data. Its job is to ensure that you respond exactly the way you are programmed. Memories in the subconscious data bank can burst into your active, conscious mind. A repressed desire to travel to a new country may lie in your subconscious without your being consciously aware. But sooner or later, that desire will manifest itself.
Subconscious actions can be both friend and foe. Our subconscious is responsible for both additions forming behavior and positive reinforcement behavior. Don’t get your subconscious wrong — it really does have your best interests at heart.
But you can obviously control your subconscious mind. And it often starts with becoming aware of your subconscious patterns.
Every subconsciously performed action is a result of years of conditioning and repetition. However, the subconsciousness is not rigid or inflexible. In fact, you can take proactive steps to modify subconscious patterns and make the seemingly impossible possible.
Wondering about the things we do subconsciously? Go to Weird activities people do subconsciously (Part 1) and (Part 2)
How subconscious triggers action and how it’s applied in marketing
You can master your subconscious and unconscious mind. As a starting point, a deep understanding of how your subconscious mind operates will help you adopt healthy new thoughts and habits. These new ways of thinking can assist in overcoming addiction, meeting your goals, and designing the life of your dreams.
Eye Tracking – the way to uncover hidden inspirations
The typical difficulty in assessing subconscious behavior is that when we actively think about it, it’s not subconscious anymore. The best way to catch the subconscious mind in action is to observe a subject’s natural behavior, with eye-tracking.
Take shopping behavior as an example, eye-tracking allows us to precisely observe what shoppers are looking at and how that affects their decision-making. According to previous research, it is clear that the vast majority of visual information travels through the eyes into the subconscious mind and never reaches the conscious level. But it’s also clear that the information stored in the subconscious is influencing buying behavior.
Because so much of the shopping process happens below the level of conscious awareness, marketing managers have long struggled to figure out why consumers make the choices they do. Just asking people is of limited value because they don’t remember much of what they’ve seen. And they often don’t really know, or simply makeup reasons to explain why they bought certain items. Through this, we can apply and come up with ideas to uncover the mystery of how the subconscious drives shopping behavior. Marketing is the field that contains all these things.
Vast Visual Onslaught
Still take that example on marketing strategy in shopping behavior. It’s apparent that there is much information in front of your eyes in a grocery store like colors, shapes, lights, pictures, text wrapping ones’ attention. Your eyes are remarkably good at filtering the information and bringing the important stuff to your conscious mind: “You’re about to run into that shelf” or “That cake looks yummy” or “Those cans of soup are three for the price of one.”
But before any of those thoughts reach the surface, that information is just part of the “subterranean pool” of visual data that your eyes filter into your subconscious mind. And in order for data to make it even that far, your eyes have to take it in.
Observing anything requires your eyes to move abruptly, not continuously. The movement called “saccades” lasts about 20 to 40 microseconds that you are unlikely to aware of. The still periods, which last 100 to 400 microseconds, are called “fixations.” Your brain can only take in information from fixations – anything seen for under 200 milliseconds is lost.
The fixation location is very small, you can only perceive information approximately two degrees around it. When we perceive a video or image, we can diagram a surrounding area within two degrees of the fixation point to illustrate everything that the shopper saw. This is the information that was sent to the subconscious mind.
The Consideration Set
Shoppers can fixate on a tremendous number of items in a short period of time. When you shop, your subconscious mind is constantly filtering information into a “consideration set” of items that could be worth bringing to the conscious level.
Another important thing that happens at the subconscious level is an emotional and physiological reaction. When we combine eye tracking with biometric equipment that measures pulse, skin conductivity, brain waves, and facial expressions, we can see which items cause which reactions: excitement, relaxation, confusion, positive emotions, negative emotions, etc. You may not even notice that you’re having these reactions, but they are strong enough that they can cause you to act.
Getting to the Conscious Level
The goal of brands, of course, is to sell products. But in order to do that, you have to get shoppers to fixate on the product, subconsciously enter it in the consideration set, then consciously pick it up and put it in their basket. That’s a lot of steps, and tens of thousands of other products are competing with yours to get shoppers to do the same thing. So how do you increase the chances of your product making it through this chain of decision-making? By maximizing the chances of each step happening
In many cases, a shopper will impulsively go for your product without much conscious consideration, but sometimes a conscious reason is needed. Is the price lower? Does the quality seem higher? Is it familiar from all those TV ads you ran? Is the picture or text particularly compelling? When we perform eye-tracking studies and watch the video with shoppers immediately following the trip, we can identify which factors affected the conscious purchase decision for a product. One working in a marketing vacancy needs to understand all of this to succeed.
Try to take an experience with the app “REPROGRAM SUBCONSCIOUS MIND” to see its unique and effective features and techniques working on our subconscious!