Today’s marketing so often fixates on the latest trends, chasing the next novel concept—I can’t be the only one fatigued by endless conversations and articles about AI and its impact on our work. While machine learning undeniably accelerates mechanical processes and provides quicker access to enhanced consumer data, marketers should pay equal attention to the extensive research that has given us deeper insights into emotional intelligence—the “why” behind consumer behavior. 

Yale psychologist Dr. John Bargh explains that human decision-making operates beyond the boundaries of conscious rationality and emphasizes the significant role of subconscious and preconscious processing in shaping our perception of our surroundings and influencing our choices. I’ve found that marketers have trouble accepting this concept because it challenges conventional beliefs and runs counter to our personal experiences.

That misunderstanding isn’t all that surprising, according to Dr. Bargh; he notes that we seldom recall instances where we were unconsciously influenced, leading us to believe heavily on our sense of rationality. Consequently, we tend to assume that others operate under the same rationality, affecting how we engage and communicate with them. But, as marketers, the danger of clinging to an outdated perspective of human behavior leads to flimsy consumer research and even worse consumer messaging.

To connect with customers and gain insights into their decision-making processes, it’s imperative that we shed our bias toward assuming rationality, both in our customers and ourselves. To emphasize this notion, I like to use the word “unreasonable” to identify a more modern understanding of consumer behavior based much less on reason than we typically think. Here, I identify a few basic principles of the unreasonable consumer mindset and how marketers can apply them to study and communicate with their audiences more effectively. 

People consume their beliefs 

According to University of Toronto’s Dr. George E. Newman, people involuntarily assign an intangible value to things that are meaningful to them. From Tom Brady’s sand to Scarlett Johansson’s used tissue and Robert Downey Jr.’s chewed gum, that value can be well beyond the functional usage of the thing itself. Strong brands generate a similar kind of power—consumers value strong brands much more highly than their functional utility.

Whatever your product or service, consumers assign added value to that thing depending on the psychological need they’re trying to satisfy. The need could be belonging, by choosing a brand that helps them “fit in,” or maybe stability, by choosing a brand with a feeling of nostalgia. The key to creating this value is uncovering the “unspoken truth,” the underlying consumer motivation or need. Then, identify what your brand stands for—a single-minded idea that fulfills the unspoken motivations or unmet needs. If done successfully, you’ll have a brand with intangible value above and beyond other brands, maybe even providing pricing power. 

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