The Naked Consumer Today: Or an Overview of why Consumers Really Buy Things, and what this Means for Marketing
"Modern market research has made significant progress in pushing the envelope of analytical models of consumer behavior, but common and highly visible marketing failures indicate that something is missing in this approach. Long-term success in marketing requires an actionable understanding of consumer motivations. This book details Censydiam's (The Center for Systematic Diagnostics in Marketing) insights into these matters - ranging from the importance of the unconscious in consumer decision-making to the effective use of a universally applicable psychological model that can yield country-specific results. It is true that we live in a very quantitative age. Academics are more inclined to bemoan the lack of numerical literacy among our citizens than to advocate a better understanding of human nature. In terms of market research, this means that many studies leap to quantification too quickly. People's motivations are not so easily put into an analytical black box. Quantification is ultimately necessary, but it is critical to understand the correct questions to ask before we attempt to become precise about consumers' buying dynamics."
What people are saying - Write a review
We haven't found any reviews in the usual places.
It all began in a zoo
A brief history of motivational market research
The Censydiam model
Conscious and unconscious
The psychology of motives
Crossculturally correct marketing
The Censydiam Illogic Algorithm
Four case studies
Adler advertising affect as information affect priming affect-as-information analysis approach Arab world Avicenna blood donation brand experience Callebaut Censydiam codes cognitive tuning collective unconscious commercial concept consumer behavior consumer motivation consumer psychology consumption context cross-cultural culture depth psychology desire develop dimension economic emotions example existentialism fact feelings Freud function fundamental global consumer homo economicus human behavior ideal Illogic important individual inferiority insight interpret involvement Islam Jung libido meaning mechanisms mother motive motivated to process motivational market research motivational research Muslim negative mood condition negative valence pattern personality phenomenology philosophy pleasure positive affect positive evaluations positive mood processing motivation psyche psychoanalysis qualitative market research qualitative research rational Reich rhino role Sartre satisfaction strategies self-image semiotics sense social society soul specific structure subconscious Superego symbols theory underlying University of Ghent values Vance Packard versus