How the Subconscious Influences Customers’ Cognitive Decisions

Not all customer decisions are based on hard facts.

People aren’t unbiased creatures. There is usually an angle or  a preference influencing every decision. When it comes to companies with high-profile brands, there are a lot of subconscious factors influencing the customer. Using Coca-Cola as an example, it was discovered that there is a strong connection between the customer and the soft drink.

After some research, executives at the company realized that their product also creates personal time for people as individuals. It’s sort of a vacation in a can. And at Coca-Cola, the company strategy and marketing strategy was changed to be more congruent with the customers’ minds, which are greatly influenced beneath the cognitive level.

If a company was interested in capitalizing on the subconscious associations people make, influence marketing could be used to strengthen the bond between the brand and the customer on a deeper level for example. For more information on this subject, watch the video featuring Gerald Zaltman.