What attitudes drives consumer behaviours — Dr. Nick Hobson // Emotive Technologies Inc.

Quotes

• “That moment of behaving, whether it's purchasing or advocating for a certain brand or choosing this over that, there's just a whole set of psychological, mental, and neuro-biological processes that are happening all underneath the surface.”

• “Once we escaped and came out of the behavioral tradition and into the cognitive revolution, we began to see just how important it is to understand the internal states, which drive those behaviors, drive those actions.”

• “You can observe a behavior and then try to know why that behavior occurred, then optimize and think about what you need to do to get to that ideal outcome. But if you don't know what actually drove it, it's 50-50, it's a guessing game at that point.”

• “We think we arrived at a decision point because we sat there and we did all the cognitive weighing of options and the calculated reasoning. That's not what happens. What happens is we have an emotion on a very rapid level. We act and then the behavior happens.”

• “There's always these two sides of human psychology. There is the rational and the emotional, and there's this important interplay between those two, which will drive the individual.”

• “You can actually quantify and track the extent to which an individual or a group of individuals or a cohort of individuals are making those decisions.”

• “So we as human beings care a great deal about who we are and either on a conscious or an unconscious level… Consumer identity is a big deal. It drives a lot of our decisions, often outside of our conscious awareness.”

• “When we're segmenting audiences, ultimately it's an exercise in stereotyping that is as close and as accurate to the truth of those groups, as much as possible, recognizing that there's always going to be error, variance.”

• “At the end of the day, you mentioned stereotyping is something that's kind of a natural behavior. And I think it's really up to the marketer's judgment to try to figure out where to draw the line in their segmentation.”