Joel Weinberger

Adding the Unconscious to Brand Engagement

Engagement has become the holy grail of advertising but, strangely, it is not anchored in any metric, and further has no agreed-upon meaning in the marketing research community. Nor is it clear that engagement, however assessed, accurately predicts consumer behavior. As market researchers, we...

Understanding the Conscious and Unconscious in Marketing

Human decision-making (i.e. purchasing) does not take place at only the conscious level as marketers often assume. Unconscious mental processing is at least as important and conscious and unconscious values are often out of sync. Unconscious mental processes are primal and basic,...

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