Hershey taps into emotion with "mind modelling"
Stephen WhitesideWarc
The Hershey Co. knows that anyone taking a few bites of its candy bars will enjoy a near-instant pleasure kick as the endorphins start flowing around their body.
Now, the sweet-treat specialist is attempting to inject its marketing with an equivalent sensory impact. And one core tactic underpinning this process is a research technique called "mind modelling," which delves into the consumer psyche to identify the emotional – rather than functional – drivers shaping behaviour, and uses the findings as the basis for brand communications.
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