| Branded Electronics Why Purchase A Branded Item?
We’re surrounded by them—at the supermarket, drug store and shopping mall. Ads flood the TV, radio and internet, hyping the latest product introductions and solidifying a brand’s status in the consumer hierarchy. As a society, we’ve trained ourselves to find importance in brands, even creating identity around the brands we purchase, wear and consume.
We make about 10,000 decisions every day, many of them revolve around buying. In one of the world’s most extensive studies the gurus researches how our subconscious influences consumer behaviour. To “get a glimpse into the head of consumers” he applies the fMRT process, a strong magnetic device generally used for medical diagnoses. He came to the conclusion that companies should focus on neuromarketing rather than consumer polling in order to find out which products will have the best chances on the market.
It is even more critical because eight of ten products flop as soon as three months after market introduction, he claims. A major part of our brain is busy with automatic processes, not conscious thinking.
A lot of emotions and less cognitive activities happen, says a behaviour economist. Our brains usually run on autopilot, despite making us believe we know what we are doing. Thus, our subconscious explains our consumer behaviour better than our conscious.
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