Point of view: Brand-washed
Byron SharpEhrenberg-Bass Institute
Currently, there is great interest in subconscious decision-making, as there should be, because buying rarely involves much conscious deliberation. Unfortunately, along with this interest in 'fast buying' and 'low attention' has come the silly notion of strong psychological effects.
A year ago, we all learnt that the research on subliminal advertising was faked, and that such effects are trivial at best; yet today I hear people making claims that sound an awful lot like the old myth of strong subliminal effects.
Unfortunately, many marketers find themselves in the frustrating position where advertising...