Consumers literally hold you in suspense.
- After receiving an infusion, an elderly patient confided to her doctor that she had been worried about air entering her veins and killing her. When asked why she hadn’t mentioned her concern, she shyly replied that she hadn’t dared to do so.
- In most areas, such examples are far less dramatic, but it quickly becomes apparent that people are anything but rational.
- Rather than looking at motives, the way to get to the bottom of this irrationality is to gain an understanding of conflicts.
- september works with the ‘Self & I’ model that identifies psychological conflicts in dealing with products, brands and media.
- Consumer insights are here defined in terms of conflicts between clashing motives, and this increases the challenge to marketing: instead of merely satisfying motives, it is now also about resolving any motivational imbalance through products and communication.
- Conflicts can be an important clue to success – september harnesses their potential.