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Md Siraj
Apr 10, 2022
In General Discussions
This time, I will talk about the physiological and psychological basis behind the brand. In fact, it is not only for the brand. Marketing, product, and operation will also use similar theories in many cases, which should also be helpful. The article is mainly divided into two parts: How are we "brainwashed"? The value of the brand is implanted into our minds through the learning system, perception system, and memory system . Why do we choose specific brands? Why do two people with the same identity and background make different choices, and what is the psychological basis behind it? This part mainly discusses from three perspectives: "how the outside world sees me", "how do I see me", and "what I want" . 01 How are we "brainwashed"? Let's take a look at this picture first, how much do you think the price of this pair of shoes is? How much is this bag? On the Physiological and Psychological Basis of Brands After adding the logo? What do you think their prices should be? On the Physiological text message service and Psychological Basis of Brands We all know that brands are valuable, but how do we "learn" and recognize these meaningless symbols in exchange for our hard-earned money? It is our learning system, perceptual system, and memory system that are "utilized". On the Physiological and Psychological Basis of Brands 1. Learning system There are also different factions of theories about consumer learning, including behaviorist learning theories and cognitive learning theories . 1.1 Behaviorist learning theory It is believed that consumers' "learning" is a response caused by external events. The brain is a black box. It receives stimuli and outputs responses. It doesn't really matter what the internal process is. We don't need to pay attention to people's thinking process, but focus on stimuli and reactions. . On the Physiological and Psychological Basis of Brands There are two application examples of behaviorist learning theory: classical conditioning and instrumental conditioning. (1) Classical conditioning The most famous is Pavlov's dog experiment. The point is to keep repeating the stimulation, subtly, the brain no longer thinks and discriminates, but directly establishes a connection between the stimulation and the response . For example, in the Melatonin advertisements in the 1990s, the aunts and aunts kept repeating "Only Melatonin is given as gifts during the holidays". Most of us don't think carefully about why I have to give melatonin when I am a big New Year's Eve,
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