Certainly there is no need to be an expert to realize this. But advances in neuroscience today are used to encrypt the part of the unconscious in our decisions: not less than 95% of our choices would happen below the threshold of consciousness! However, when developing their marketing strategies, most companies argue as if the majority of purchasing decisions were rational. For example, satisfaction studies based on the assumption that a satisfied customer will redeem the same offer while it may look elsewhere if dissatisfied. Yet, reality shows a much distended link between satisfaction and loyalty! Also, ask clients about their needs and the relevance of its mark in relation to these needs appears to be based ... only to discover that customers are not aware of their real needs, and that their decisions are based in fact primarily on habit.
The author draws conclusions from this observation. Why not put at the heart of its marketing strategy the formation of habits of its customers? These can indeed build or unravel, as long as you understand that you should not apply to the reasoning capacity and the conscious brain customers, but target the acquisition of reflex behavior. An original look on marketing, which certainly has its own limits, but will prompt you to question some beliefs ... and why not break some of your ingrained habits.
