Comprehensive model of implicit motivations focused on marketing

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According to research by Harvard Business School professor Gerald  our purchasing decisions are driven by subconscious mental processes . As digital marketers, we know this intuitively. How many articles have you read that advised you to appeal to the emotional, irrational, subconscious part of the brain? Despite this evidence, most marketing efforts still focus on making logical appeals to a rational mind. This approach leads to a sub-optimal user experience and poor conversion rates, as it ignores how the human brain actually works. So how do we effectively direct the subconscious brain? Well, first we need to understand the nature of subconscious decision making , including the role of emotions and the mechanisms that trigger attention. How do we address the subconscious mind? To target the subconscious brain, we have to communicate that our brand meets implicit or psychological goals that activate our reward center. When this happens, it triggers an emotional response that leads to a quick decision.

When there is no strong emotion involved, we are more likely not to make a decision at least right away. Comprehensive model of implicit motivations So what kind of psychological goals do people have? It's complicated, but many of these goals relate to protecting ourselves from harm or building strong social bonds. In fact, our brain is wired to make decisions that optimize our chances of survival. What are the C Level Contact List main implicit motivations? Marketing consultancy Beyond Reason has developed the first comprehensive model of implicit motivations , combining insights from a range of psychological and neuroscientific studies. The model has eight predominant implicit motivations: Certainty We hate uncertainty and therefore, if your brand represents stability, security, and righteousness, this can be attractive to certain segments.



The Internet is full of uncertainty and that is why brands that communicate longevity and stability have an advantage over sites that are unknown and lack credibility. Belonging People are extremely social animals. We love being part of a group, community or team. This implicit motivation includes relationship (attachments), collaboration, conformity and empathy. Brands that demonstrate empathy for other people's circumstances and that allow people to unite around a cause generate much more conversion than those that do not. Recognition Human beings like to be perceived as valuable and appreciated by others. This motivation includes being noticed by others and feeling respected. Quora allows answers to be edited and organized by its community of users. However, the site also marks a series of implicit motivations that encourage user participation. Members gain attention as the site shows how many views an answer receives and users can show their appreciation or not for the answers.