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The Psychology of Marketing

The Psychology of Marketing. Koen Van Cauwenberge. The myth. Part 1. Subliminal advertising. Subliminal advertising. Subliminal advertising. Subliminal advertising. Subliminal advertising. The Subconsciousness. Part 2. The Subconscious. Sigmund Freud: founder of psychoanalysis.

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The Psychology of Marketing

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  1. The Psychology of Marketing Koen Van Cauwenberge

  2. The myth Part 1

  3. Subliminal advertising

  4. Subliminal advertising

  5. Subliminal advertising

  6. Subliminal advertising

  7. Subliminal advertising

  8. The Subconsciousness Part 2

  9. The Subconscious • Sigmund Freud: founder of psychoanalysis

  10. The Subconscious

  11. The Subconscious

  12. The Subconsciousness • Experiment 1: Handshake.

  13. The Subconscious Experiment 2: Top of mind • Car • Washing powder (washing machine) • Lemonade • Toothpaste • Beer

  14. The Subconscious Experiment 3: Kahoot on logos: https://play.kahoot.it/#/k/ba0f73e1-1bc2-4591-9421-3d08d65bd6b2

  15. The Subconscious • 90% of all purchases: subconsciously chosen • low involvement <-> high involvement products • based upon EMOTIONS • connect an emotion with a brand • method: conditioning

  16. Conditioning Part 3

  17. Conditioning • Ivan Pavlov: Pavlov’s dog

  18. Conditioning

  19. Conditioning • No relation between the stimulus and the behaviour. • Publicity: You can connect any stimulus or positive emotion with any brand as to make people buy your product.

  20. Conditioning

  21. Conditioning

  22. Conditioning

  23. Values \ dreams Part 4

  24. Values • Make a drawing how your life would be ideally when you are 35.

  25. Values

  26. Marketing Part 5

  27. Marketing • People have different values and different dreams. • Find the right niche for your product: positive emotion + personal value + product

  28. Marketing

  29. Marketing • USP: Unique Selling Proposition • Ghosts • A-brands versus unbranded products • Don’t just fulfil needs, but create dreams!

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