Our rational mind is always looking for evidence to support our dominant beliefs…

the stronger the emotion, the stronger the belief, and the greater the tendency to seek out supporting evidence.

This confirmatory bias is why we often overlook the flaws of the ones we love, even if that loved one is a brand.

We focus our attention on the positive qualities of the brand while ignoring the deficiencies.

Advertising works by a process of Unconscious Behaviorism.

We are being conditioned by the media on a deep unconscious level and it is this implicit associative emotional conditioning that drives our brand preferences.

We make decisions by emotional association more so than rational analysis.

The conscious mind will leap to conclusions, forming a coherent narrative based upon partial information.

This strong tendency to draw conclusions from incomplete information is a cognitive rule called ‘what you see is all there is.’

Consistency and coherence, not quantity or quality of information, are the keys to forming opinions.

7 unconscious errors we make when buying brands by Douglas Van Praet citing Daniel Kahneman

We are convinced by advertising based on consistency and coherence, not the quality and quantity of information.

The best ad campaigns involve a simple clear emotionally evocative idea repeated over and over again.

Less is in fact more.

We make decisions based upon the memories of our experiences — not the actual experiences.

How we feel about a brand largely depends upon our memory of the experience provided by the brand, not what actually happened.

These are not based on the reality of these experiences but almost entirely on the peak moments and the concluding impression — whether positive or negative—the brand has produced.

When we think about buying something we automatically dredge up all of our past impressions and summarize the brand’s worth in the form of gut feelings—good, bad, or indifferent.

The sum total of these feelings is what advertisers call Brand Equity.

We don’t remember all the experiences just the overall impression.

Questions inadvertently tell people what to think about. Raising something as a question pushes it into the conscious mind for a conscious response.

It frequently makes a presumption about how relevant or interesting that issue is to the person concerned.

In an understandable attempt to explore what someone thinks about something, the very fact that you asked them about that thing is a potential distortion of reality.

Consumer.ology by Philip Graves

On a daily basis, you frequently make an unconscious decision not to do something new…

…to put your shoes on in the same order…

…to buy the same newspaper every day…

…to watch an episode of a television series even though you’ve seen it several times before.

Consumer.ology by Philip Graves

Our selective attention is continually screening out a huge amount of information but that doesn’t mean that this information isn’t being processed.

While we are not consciously processing it, our unconscious mind can be changed by what passes through it, leaving us with no ability to report it accurately after the event.

Consumer.ology by Philip Graves