Deeply understanding the mind to unmask the inner human

Developing successful marketing strategies requires the unmasking of the inner human using appropriate methodologies.

Deeply understanding the mind to unmask the inner human

Katja BressetteOlson Zaltman Associates, United States


For a long time academics and marketers alike believed in the “homo economicus” – the rational human being who makes decisions purely based on reason.

Other misconceptions in marketing tactics existed (and in some cases continue to persist), such as the belief that memory is fixed and unchangeable; that if consumers can be bombarded with enough messages they will accept and replay those messages without changing them, and that we are consciously aware of all our thoughts and feelings. Essentially, marketers...

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