Is It Ever Good to Be Bad?
While Lariscy calls it the “sleeper effect,” I refer to it as the “survival effect.” Just like other species on this great Earth, we humans are programmed for survival and that deep-rooted and dominant DNA strand affects much of what we do in our daily lives, and has a lot of influence on our attitudes and opinions. Once something has negative energy associated with it, we unconsciously go into survival mode, and start to feel anxious or uneasy without really knowing why, in many cases.
We get a good example of how negative energy impacts our unconscious drivers from the Iowa Gambling Task. This task, which the University of Iowa originated in the 1980s, teaches us that our unconscious responds to negative energy and affects our behavior well before our conscious mind does. Participants in the study were given $2,000 and four decks of cards. The task was to play cards from the four decks, and earn money or lose money accordingly. Two of the decks had high risks for loss, while the other two had a greater chance of earning rewards. Participants were hooked up to monitor stress responses while playing the game. Among the healthy participants, signs of “unconscious” stress showed up after flipping over just 10 cards. It took between 40 and 50 flips for the unconscious mind to catch up! That implies that it takes our conscious mind four and five times longer to catch up with the attitudes, conclusions and drivers of our unconscious minds!
My conclusion from the above study is that our unconscious minds are wired to recognize stress and threats to our survival quickly and, as a result, put us in “survival” mode when we don’t consciously realize it.
How does this impact advertising? In terms of conscious statements about intent to vote or purchase from a brand, there’s likely not much change. But in terms of unconscious drivers that impact 90 percent of our thoughts and behavior, it suggests a great deal: Negative energy associated with your brand or products can impact sales down the road.
Jeanette McMurtry is a psychology-based marketing expert providing strategy, campaign development, and sales and marketing training to brands in all industries on how to achieve psychological relevance for all aspects of a customer's experience. She is the author of the recently released edition of “Marketing for Dummies” (Fifth Edition, Wiley) and “Big Business Marketing for Small Business Budgets” (McGraw Hill). She is a popular and engaging keynote speaker and workshop instructor on marketing psychology worldwide. Her blog will share insights and tactics for engaging B2B and B2C purchasers' unconscious minds which drive 90 percent of our thoughts, attitudes and behavior, and provide actionable and affordable tips for upping sales and ROI through emotional selling propositions. Her blog will share insights and tactics for engaging consumers' unconscious minds, which drive 90 percent of our thoughts and purchasing attitudes and behavior. She'll explore how color, images and social influences like scarcity, peer pressure and even religion affect consumers' interest in engaging with your brand, your message and buying from you. Reach her at Jeanette@e4marketingco.com.