This post was originally published on December 1, 2016.
Ever wonder why you prefer some goods/services over others? Or what our subconscious mind desires the most from different marketing messages? When executed correctly, advertisements and marketing messages do a great job of appealing to the basic animalistic emotions of consumers. But with advertising playing with the same strings, there is obviously something more that consumers yearn for; and that’s personalization.
The psychological reasoning behind the desire for personalization can stem all the way back to our innate desire for control. In this month’s second Marketing Land post, Magnetic’s Brand Marketing Specialist – Tyler Marcum – discusses the science behind what the subconscious minds of consumers really want.
People Crave Control
The University of Texas did a study on Consumer Control and Customization in Online Environments and found that we can attribute our preference of personalized experiences to two key factors: control and information overload. Technology has enabled a greater sense of control. And although marketing messages are coming at us from all directions, people are in the drivers seat in terms of what they want to see, experience and engage with. In many ways, consumers are controlling the market as it relates to new trends (i.e. will people adapt and adopt social or not) and the strategies brands use to reach their audiences.
The Power of Choice
In Sheena Iyengar’s book “The Art of Choosing”, she describes how animals and humans both crave choices. People want choices, and the chance to determine what’s relevant and/or important to them. So, if marketers can find a way to provide people with choices, personally relevant choices, they will empower them through providing a sense of control. At the end of the day, choice enables control.
Check out Tyler’s column in Marketing Land to learn more about what our subconscious minds are in search of when it comes to marketing and advertising.