terça-feira, maio 27, 2008

Uma apologia da batota (parte IV)

Domingo passado comecei a ler um livro que promete muito pela amostra dos três primeiros capítulos. O autor repete constantemente a relação 95/5: "Consciousness is crucial in daily life for many obvious reasons. However, an important fact and one of the key principles in this book is the 95/5 split: At least 95% of all cognition occurs below awareness in the shadows of the mind while, only 5% occurs in high-order consciousness".
Assim, na sequência das reflexões sobre a importância da batota, seguem-se alguns trechos do 3º capítulo que reforçam a importância da experiência de compra: “In the marketplace, unconscious processes enable us to make purchase decisions more efficiently and effectively than we could if we had to consciously process every relevant factor.”

Que pistas podemos semear deliberadamente para influenciar a experiência de compra?
“We acquire many other components of our unconscious mind simply through having different experiences. In fact, the unconscious mind learns quickly. We quickly transform good and bad experiences into tacit rules of thumb that guide us when we encounter new situations.”

“you create your own “reality” from mere fragments of information, that what you “see” is a reliable – but not always accurate – representation of what exists in the world, that you are completely unaware of the vast majority of events going on in your brain.”
“placebo effects demonstrates the power of the unconscious mind to produce very powerful and beneficial experiences over and above those expected from the technical merits of the product.”

“the mind of the consumer adds significant value about the consumption experience. Rather than treating these consumer sources of added value as frivolous, we must understand an encourage them."
Trechos retirados de “How Customers Think – Essential Insights into the Mind of the Market” de Geral Zaltman.

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