Shopper Marketing - June 2016 - S5


IMPLICIT & EXPLICIT THOUGHT
PROCESSES

more prominently in decision making when consumers
are faced with an overwhelming number of choices -
namely, in a typical store environment. This has clear
implications for shopper marketing programs.
For example, let's say a new flavored vodka brand
launches a shopper program around the insight that its
target female customer prefers to serve flavored drinks
at parties. A supporting ad campaign associates the
brand with bar settings and other hip social situations;

Proponents of these theories argue that a marketer's
ability to engage consumers in both their autopilot and
pilot systems is a crucial first step to achieving more
consistent results. After all: Why do the overwhelming
majority of new products fail? Why do so many campaigns fall short of expectations? Behavioral economists would say it's because while about 95% of all the
choices we make are
unconscious
ones,
" We're using behavioral economics
most marketing is
geared toward the
insights to more effectively
conscious
mind.
architect pre-shop programs
Marketers seek to
elicit a conscious reto meet shopper needs and
sponse based on a
emotionally captivate shoppers."
presumption of rational thought. They
Sonia Dalvi, senior brand manager, Chobani
want consumers to
"Think Differently."
Marketers who employ the even broader behavioral similar messaging is reinforced in stores through proscience approach seek to balance rational considerations motions, merchandising and displays. The marketer's
with one of the core tenets of motivational psychology. (and retailer's) intent is to firmly establish in the shopThat is, underlying all human behavior is a series of per's mind that this particular vodka is the fun and exdeep-seated goals and motivations. The highest order of citing brand of choice.
Once the shopper reaches the vodka aisles, however,
these may be, for example, to find love and happiness.
she
is bombarded by a vast array of competing prodIn marketing, those same concepts may be translated
into such basic questions as: What do we want from a ucts, images and messages. As soon as this happens, the
store, brand or product (our goal)? And why do we want association that the new vodka brand worked so hard
to establish immediately gets tossed aside amid all the
it (our motivation)?
While marketing often addresses the rational wants conflicting signals, says Will Leach, founder and presiand needs of consumers, it rarely speaks to these more dent of TriggerPoint. "When there is choice overload,
basic human goals and motivations. Nor does it typical- cognitive disassociation takes over and people automatily distinguish between what behavioral economists of- cally revert to a default brand or their 'normal' buy," he
ten refer to as the "implicit" thought processes of System says. "Behavioral design takes all of this into account.
1 (e.g., our perceptions, instincts and "gut" feelings) and It's less about brand building and more about tapping
the "explicit" processes of System 2 (our more thought- into the non-conscious goals and motivations that drive
shopper choice."
ful, reasoned choices).
"Goals can be explicit and functional, but we've
learned that brands are also instrumental in helping THE MECHANISMS OF THE AUTOPILOT
us achieve implicit, neuro-psychological goals," says Research will play an important role as marketers conBarden. For example, he notes, a mom might tell a tinue to hone their behavioral science strategies. Tradihousehold marketer: 'I want a detergent that cleans my tional focus groups, surveys and even behavioral tools
clothes and leaves them smelling fresh." But once the such as ethnography studies and shopper labs are all demarketer digs deeper into her implicit goals and moti- signed primarily to uncover the explicit workings of the
vations, that same mom might say: "I want detergent pilot system. Nearly all of these methods rely to some
that liberates me from the psychological pressure of not degree on a consumers' ability to articulate the thought
wanting my kids to play outside and get dirty, because processes or steps that led to their purchase decisions -
that increases my workload. At the same time, I'm a precarious assumption, behavioral economists argue,
struggling with knowing that I'm curbing their develop- that often leads marketers down the wrong path.
"Marketers are well aware of the limitations and biment if I don't let them go play."
Such conflicting goals and motivations factor even ases of stated or explicit measures of things like aware5



Table of Contents for the Digital Edition of Shopper Marketing - June 2016

Contents
Shopper Marketing - June 2016 - Intro
Shopper Marketing - June 2016 - 1
Shopper Marketing - June 2016 - 2
Shopper Marketing - June 2016 - 3
Shopper Marketing - June 2016 - Contents
Shopper Marketing - June 2016 - 5
Shopper Marketing - June 2016 - 6
Shopper Marketing - June 2016 - 7
Shopper Marketing - June 2016 - 8
Shopper Marketing - June 2016 - 9
Shopper Marketing - June 2016 - 10
Shopper Marketing - June 2016 - 11
Shopper Marketing - June 2016 - 12
Shopper Marketing - June 2016 - 13
Shopper Marketing - June 2016 - 14
Shopper Marketing - June 2016 - 15
Shopper Marketing - June 2016 - 16
Shopper Marketing - June 2016 - 17
Shopper Marketing - June 2016 - 18
Shopper Marketing - June 2016 - 19
Shopper Marketing - June 2016 - 20
Shopper Marketing - June 2016 - 21
Shopper Marketing - June 2016 - 22
Shopper Marketing - June 2016 - 23
Shopper Marketing - June 2016 - 24
Shopper Marketing - June 2016 - 25
Shopper Marketing - June 2016 - 26
Shopper Marketing - June 2016 - 27
Shopper Marketing - June 2016 - 28
Shopper Marketing - June 2016 - 29
Shopper Marketing - June 2016 - 30
Shopper Marketing - June 2016 - 31
Shopper Marketing - June 2016 - 32
Shopper Marketing - June 2016 - 33
Shopper Marketing - June 2016 - 34
Shopper Marketing - June 2016 - 35
Shopper Marketing - June 2016 - 36
Shopper Marketing - June 2016 - 37
Shopper Marketing - June 2016 - 38
Shopper Marketing - June 2016 - 39
Shopper Marketing - June 2016 - 40
Shopper Marketing - June 2016 - 41
Shopper Marketing - June 2016 - 42
Shopper Marketing - June 2016 - 43
Shopper Marketing - June 2016 - 44
Shopper Marketing - June 2016 - 45
Shopper Marketing - June 2016 - 46
Shopper Marketing - June 2016 - 47
Shopper Marketing - June 2016 - 48
Shopper Marketing - June 2016 - 49
Shopper Marketing - June 2016 - 50
Shopper Marketing - June 2016 - 51
Shopper Marketing - June 2016 - 52
Shopper Marketing - June 2016 - 53
Shopper Marketing - June 2016 - 54
Shopper Marketing - June 2016 - 55
Shopper Marketing - June 2016 - 56
Shopper Marketing - June 2016 - 57
Shopper Marketing - June 2016 - 58
Shopper Marketing - June 2016 - 59
Shopper Marketing - June 2016 - 60
Shopper Marketing - June 2016 - 61
Shopper Marketing - June 2016 - 62
Shopper Marketing - June 2016 - 63
Shopper Marketing - June 2016 - 64
Shopper Marketing - June 2016 - 65
Shopper Marketing - June 2016 - 66
Shopper Marketing - June 2016 - 67
Shopper Marketing - June 2016 - 68
Shopper Marketing - June 2016 - 69
Shopper Marketing - June 2016 - 70
Shopper Marketing - June 2016 - 71
Shopper Marketing - June 2016 - 72
Shopper Marketing - June 2016 - 73
Shopper Marketing - June 2016 - 74
Shopper Marketing - June 2016 - 75
Shopper Marketing - June 2016 - 76
Shopper Marketing - June 2016 - 77
Shopper Marketing - June 2016 - 78
Shopper Marketing - June 2016 - 79
Shopper Marketing - June 2016 - 80
Shopper Marketing - June 2016 - 81
Shopper Marketing - June 2016 - 82
Shopper Marketing - June 2016 - 83
Shopper Marketing - June 2016 - 84
Shopper Marketing - June 2016 - 85
Shopper Marketing - June 2016 - 86
Shopper Marketing - June 2016 - 87
Shopper Marketing - June 2016 - 88
Shopper Marketing - June 2016 - 89
Shopper Marketing - June 2016 - 90
Shopper Marketing - June 2016 - 91
Shopper Marketing - June 2016 - 92
Shopper Marketing - June 2016 - 93
Shopper Marketing - June 2016 - 94
Shopper Marketing - June 2016 - 95
Shopper Marketing - June 2016 - 96
Shopper Marketing - June 2016 - 97
Shopper Marketing - June 2016 - 98
Shopper Marketing - June 2016 - 99
Shopper Marketing - June 2016 - 100
Shopper Marketing - June 2016 - 101
Shopper Marketing - June 2016 - 102
Shopper Marketing - June 2016 - 103
Shopper Marketing - June 2016 - 104
Shopper Marketing - June 2016 - S1
Shopper Marketing - June 2016 - S2
Shopper Marketing - June 2016 - S3
Shopper Marketing - June 2016 - S4
Shopper Marketing - June 2016 - S5
Shopper Marketing - June 2016 - S6
Shopper Marketing - June 2016 - S7
Shopper Marketing - June 2016 - S8
Shopper Marketing - June 2016 - S9
Shopper Marketing - June 2016 - S10
Shopper Marketing - June 2016 - S11
Shopper Marketing - June 2016 - S12
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