Intuitive Advertising

Abstract

Francisco J Quevedo and Pradeep Gopalakrishna

Consumers decisions are mostly intuitive, but when their choices and preferences are challenged or questioned in any way, consumers will tend to defend decisions by rationalizing what were from the beginning quick intuitive choices. However, advertisers insist on following 20th Century models of consumer behavior, which were based on the logic of consumption, thereby wasting billions of dollars trying to argue against feelings. Marketers should aim instead at triggering quick decision-making up front, using rational criteria only to support otherwise intuitive choices, if deemed necessary, to help customers justify their preferences post-facto, rather than focusing on logic first. This paradigm shift might be the key to future marketing communications success.

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