[12/02/2008]
Andrew Arntfield
Would you like a shot of pleasure with that latte?
As anyone who regularly buys a Starbucks latte can attest, brand trust can negate the pain of spending money.
Researchers have discovered that a brain scan can predict how likely a consumer is to buy a product. Neuron Magazine has reported that the brain weighs the pleasure of the purchase against the pain of spending the money.
So how can companies shift the pleasure/pain needle in their favour? Customer psychographics offer valuable insights that ensure:
- the brand message hits the right nerve, and
- the marketing implementation engages the customer’s pleasure centres.
When customers’ deeply-rooted emotional needs are consistently fulfilled, they develop a level of trust that can overcome the spur-of-the-moment pleasure/pain decision.
Starbucks is one company that clearly understands their target customers’ emotional needs. They’ve shaped a brand position that feeds those needs, and they reinforce it at every customer touch point.
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