Hepsini okumadım duyurunun henüz ama unutmadan yazayım; bir otomobilin diğerine göre çekici gelmesini sadece estetik algısıyla açıklamak eksik olur. Martin Lindstrom'un Brandwashed kitabında bir örnek var. Araplara araba satmak isteyen bir firma türlü türlü reklamlar kampanyalar yapıyor ama ilgi yok. Bu ilgiyi nasıl elde ettiğini şöyle anlatıyor:
‘’Throughout my years as a branding consultant, I’ve sought to explore the personality of the target customer so that I could help import that personality into the brand. This time around, though, I took a newfangled approach to connecting with consumers’ psyches. I created a rather unusual deck of cards—each of the two hundred cards picturing a diʃerent animal. Then I asked a group of middle-aged men (the target customers) to identify five different animals they believed best represented the brand.
Next, I used fMRI neuroimaging to narrow the ɹndings. When my team showed the
men pictures of the fɹrst four animals they’d named, it was pretty much business as usual in their brains. But to everyone’s surprise, the ɹnal animal we showed them lit up those brain regions associated with sexual attraction and mating. When we then showed the same men photos and images of their dream cars (cars they either could ill aʃord or felt they were too old to drive), bingo: these same randy brain regions lit up. Turns out that subconsciously, these nicely dressed businessmen, who had been married an average of twenty-three years and were the fathers of an average of 2.5 children, associated their dream cars—and that particular animal—with one thing, and one thing only. Sex. Bingo, we had our answer. From that point forward, the animal—code-named “Asterix”—informed every single detail of the car’s design, engineering, and appearance.
The animal in question was and is black, sleek, and rare, with smooth lines and long curves mixed with a “feminine” smoothness. The goal was to give the car smooth, shapely curves and motions: to make the male driver feel as if he were saddling up, riding, and conquering a fast, powerful, supple, beautiful animal. The engineers at the auto company imported these sensuous qualities to the car’s dashboard, gear stick, interior leather, and even door handles. In short, the car was sex on four wheels, and four years later, when it ɹnally hit the road, the company enjoyed one of the greatest sales turnarounds in its history.’’
Yani algı değiştirilebilir, bilinçdışı kullanılabilir. Ayrıca üzerine kafa yormak istersen nöropazarlamayı araştırabilirsin.
Bu da bonus:
onedio.com