What is priming
In psychology, the term “priming” means a hidden influence in which additional information or an artificially induced emotion is subconsciously associated with the main action, task or situation. This process is aimed at preparing the mind for a certain vision or reaction, often unconsciously.
Simply put, priming is a special way to “program” a person for some actions through previous experience and associations with it. This effect occurs because the brain forms new neural connections that affect perception and behavior in the future.
Priming in marketing
Priming in advertising is a strategic approach that is used to unobtrusively prepare consumers for certain ideas, impressions or reactions. The effect can be achieved not only through text, illustrations and video, but even through music and aromas.
Priming affects the consciousness and emotions of customers in new zealand phone number data order to form the desired preferences. Marketers
often use this method in branding, creating certain associations that remain in the minds of the audience during further interaction with the brand. This helps to establish an emotional connection with people, strengthen their trust and increase the likelihood of a purchase.
Types of priming
Let’s look at examples of what types of priming exist and how large companies use them in marketing.
Positive
This is a strategy that is aimed at creating positive associations and impressions in the target audience. Every thing in a person’s mind is associated with past experience. For example, a blanket is coziness, a heart is love. Positive priming is used to prepare the brain to perceive a product or service in a positive light.
Starbucks creates an
atmosphere of coziness and comfort in its coffee shops. Interiors with soft chairs, pleasant music and the aroma of freshly brewed coffee form strong associations with the brand.
In advertising campaigns, Coca-Cola is associated with joy, holidays and friendly communication. In the videos, you see smiling people and an atmosphere of general fun. And a large truck with bright lighting is firmly associated with the brand and the New Year.
The word “negativity” hides many triggers that work in a person. If you use unpleasant statements wisely, you can effectively influence the target audience. Two main approaches:
Comparison with competitors: advertising highlights the shortcomings and things to look for in a wordpress theme shortcomings of other companies. You probably remember the burger rivalry between two popular fast food chains.
Burger King did not directly name the competitors’ brand and its shortcomings, but everyone understood everything
Creating problems and solving them: the company talks about potential threats or shortcomings that may arise when using alternative products or services. And then offers its own option as a solution to loan data these problems. For example, an advertisement for insect repellents can show the unpleasant consequences of bites, emphasizing the need to use repellents.