Emotion: Wow, that hits home
Mischa Coster is a media psychologist. He starts his presentation with a striking example: anti-smoking campaign, with cigarette packets with warning texts that we hardly notice anymore. He compares this with an Australian campaign. We see a little boy alone at an airport. Without parents, because they have died (from smoking?). He is crying. Some people in the audience swallow their tears. Well, that one hits home. Coster's point has been made. Playing on primary emotion is much more effective than playing on reason.
https://www.youtube.com/watch?v=HYjbWHbbjjg
Influence that automatic behavioral pilot
We make about six hundred decisions a day. Almost all of them are done on autopilot afghanistan mobile phone number list otherwise we would go crazy. So it's about influencing that automatic behavioral pilot. Coster believes that most marketing and communication professionals still formulate their objectives in far too abstract a way. "I'm much more interested in what a business objective like seven percent more market share means in concrete observable behavior."
Click on the image for the full size diagram.
Click on the image for the full size diagram.