Putting the person into context

Anthony Tasgal

This article criticises the tendency of marketers to think in terms of linear cause and effect, assuming that they are in control and consumers are their 'targets'.

Putting the person into context

Anthony Tasgal

This article derives from a seminar looking at the implications of neuromarketing. Like so many false dawns, neuromarketing tends to obscure the messy whole by drawing attention to one piece.

But I want to explore the assumptions we make when we look at 'consumer behaviour' and ask 'why?'

Let us start with two titans of modern philosophy: William James said that 'Cause is an altar to an unknown god.' Mary Poppins, on the other hand, claimed 'I never explain anything.'

PATTERN-SEEKING

We are, as a species, 'pattern-seekers', searching out meaning, causality and explanation....

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