90% of decisions founded through subconscious cues

90% of decisions founded through subconscious cues

We assume much of our behaviour is done on a conscious level, however according to academic Adam Alter (pictured), 90% of our decision making is based on subconscious cues.

B&T Magazine
Posted by B&T Magazine

“We think we know what’s going on, we think we know why we’re making decisions, but it turns out a lot of what’s going on is being driven by forces that are beyond our control and beyond our understanding,” the assistant professor of marketing and psychology at New York University said, speaking at a media breakfast hosted by consumer behaviour and technology company Vivant this morning. 

Using the analogy of an iceberg, our subconscious tends to be the gigantic clump of ice underneath the waterline where there’s lots going on, whereas our bigger decisions and that which requires our attention happen right at the tip.

Alter outlined how a number of cues, such as the name of a brand, can help shape our decisions and understandings subconsciously, as outlined in his book, Drunk Tank Pink.

Fluency is one aspect of brand naming Alter believes is crucial.

The fluency refers to what consumers associate with certain names and sounds.

“Just as you become fluent with a language, some names are more fluent than other names,” he said ahead of his Tedx talk in Sydney on Saturday., adding how people often associate particular sounds with shapes and types of companies.

“Unless you’re a luxury brand, fluency within your company’s name is what to aim for."

“If you’re changing that name, that’s okay, that will add some disfluency, but if you change it to something that’s also fluent and is useful, there’s a lot of evidence that that is a better outcome.”

When naming your company, three rules Adam Alter recommends to stick to are simplicity, working out exactly what you want to convey and adding in a small dose of disfluency to get people to stop and pay attention.

Latest News

Forty Winks Wakes Up To New Partnership With AJF
  • Advertising

Forty Winks Wakes Up To New Partnership With AJF

Aussie bedroom specialist Forty Winks has today announced the appointment of AJF Partnership as its new creative agency. AJF Partnership will strategically drive the creative direction of the Forty Winks’ business. Incumbent creative agency McCann will work with Forty Winks until the end of this financial year. Con Dekazos, CEO of Forty Winks said, “We’re […]

WC Final Proves A Winner For Nine & Facebook, As Warnie Makes Utter Tit Of Himself
  • Media

WC Final Proves A Winner For Nine & Facebook, As Warnie Makes Utter Tit Of Himself

Australia’s trouncing of New Zealand in last night’s Cricket World Cup proved a boon for Channel Nine with Oztam figures showing the city metro audience reaching 2,223,000 during last night’s second innings. The Oztam figures showed the first session – where New Zealand batted – reached an audience of 1,886,000. The game was played in […]

by B&T Magazine

B&T Magazine
Sixty Per Cent Of Aussie Shoppers Buy The Same Stuff At The Same Store: Survey
  • Marketing

Sixty Per Cent Of Aussie Shoppers Buy The Same Stuff At The Same Store: Survey

Do you often find yourself in the same shop buying the same old stuff time and time again? Well, you’re not alone according to a new study of Aussie shopping habits by credit card firm American Express. According to the American Express Pattern Spending Report 60 per cent of us rarely venture beyond 10 different […]

Collingwood Footy Club Announces ‘Unrivalled’ Digital Coverage For Fans
  • Media

Collingwood Footy Club Announces ‘Unrivalled’ Digital Coverage For Fans

Collingwood Media – the media arm of the footy cub – has announced it will connect with its supporters in a capacity unrivalled by any Australian sporting club. CEO Gary Pert today launched Collingwood Media’s 2015 digital strategy, outlining the club’s cutting-edge approach to content and premiering the inspiring behind-the-scenes pre-season documentary All Aboard the […]

“People like Mia Freedman drive me nuts” says Harper’s editor
  • Media

“People like Mia Freedman drive me nuts” says Harper’s editor

It’s one of Australian publishing’s long-held and simmering rivalries and the spat between Harper’s Bazaar editor Kellie Hush and Mamamia’s Mia Freedman has its shellaced claws out again. The two have publicly sparred previously over skinny models, Photoshopping, even staff interns. Now, in an interview with B&T, Hush said she’s sick of media commentators berating […]

by B&T Magazine

B&T Magazine
Why Zoolander Is So Hot Right Now
  • Marketing

Why Zoolander Is So Hot Right Now

Derek and Hansel renewed their fashion a few weeks ago. This is why it worked so well.

Opinion

by B&T Magazine

B&T Magazine
With Attribution, A Little Learning Goes A Long Way
  • Media

With Attribution, A Little Learning Goes A Long Way

Marketers are struggling to turn attribution insights into action particularly during their initial efforts. Partly that reflects the maturity of their experience, as many marketers embrace very elementary approaches to measurement to begin with. The good news according to a study last year by Forrester Research called “Cross Channel Attribution Must Convert Insight into Action” which was commissioned by Kenshoo, is that a little learning goes a long way.

Opinion

by Lauren Evans

Lauren Evans