If you are investing in advertising, you may be asking yourself the following questions:
1. Is my target group effectively going to notice my marketing and advertising activities?
2. Does my advertisement trigger a ‘wanting’, a desire in my target group?
3. Is my advertisement actually effective?
1. The brain only notices whatever it decodes as a reward, a punishment (or respectively a threat or danger) or as surprisingly new. A novelty or something surprising will almost always be noticed, but whether the message will be decoded as a reward or not depends on each person’s limbic profile.
2. Once a message is decoded as a match to our motives and values, it triggers a ‘wanting’, a desire in our reward system, which – after a subconscious assessment of the balance of interests – sets the action “buy” in motion.
3. The limbic system reacts highly sensitive to contradictions. Advertising messages which may partly be decoded as a reward but also partly as a punishment cause irritation on our subconscious level. As figuring out irritational aspects is exhausting to the brain (and saving energy is a key motive) contradicting messages are generally ignored and binned.
Why do we behave the way we behave?
Experts say that 90% possibly even 95% of all decisions will be made by our subconscious implicit system. Our individual personality profile as well as our unconscious knowledge are guiding our decisions and actions like an auto pilot. The implicit system makes us perceive things intuitively as beautiful or ugly and makes us accept or reject something, according to our motives and values. The thought that we want something comes long after our limbic system has already decided about what action would be taken.
Prof. Dr. Dr. Gerhard Roth says:
The quintessence is that this system has the final decision about us doing something or not.
LimbiCODE® decodes the motive and value system
We have been working on the decoding of limbic personality profiles for more than ten years and have acquired fact-based knowledge, how marketing and advertising may actively target the reward system in order to generate a “wanting”.
LimbiCODE® in 167 words
Often marketing and advertising measures are unsuccessful. From a neuroscience perspective this isn’t much of a surprise, as many of the established segmentation models comprise people with very different personality profiles in one target group.
Actions, however, are triggered by emotions, which are generated in the limbic system while it (subconsciously) decodes sensory stimulus. Only those sensations activating the reward system or are being decoded as a threat will be passed into consciousness, where they are able to spark action.
What we perceive as a reward or a threat depends on our motive and value system (personality profile) as well as individual experiences and conditioning.
Marketing and advertising activities therefore need to be tailored to these different personality profiles in order to activate the reward system.
The LimbiCODE® method is a psychographic segmentation model which unites people with similar personality profiles into one target group. This enables a targeted address of the reward system, which consequently increases the effect and efficiency of marketing and communication activities significantly.
Why the target group’s LimbiCODE® should be the foundation for marketing und advertising
What are the findings of neurobiology and neuropsychology teaching us?
- Humans do whenever possible things, that holds the promise of a reward.
- What is perceived as a reward depends on each ones individual personality profile (LimbiCODE®)
- The anticipation of a reward triggers the discharge of dopamine in the brain, which sparks the drive to achieve what we are aiming for
- Humans behave in line with their motives or goals as these pilot the cause of action for anything that doesn’t happen automatically but needs to overcome inner resistance.
- Once a goal has been achieved, a multitude of messenger substances are released in our brain which make us perceived a feeling of happiness.
- As the feeling of happiness is short-lived, humans want to repeat the cycle of motivated action (dopamine) and achieving their goals (happiness hormones) over and over.
- As far as our brain is concerned, continuously pursuing the same goals, however, is uninteresting and therefore the release of happiness hormones decreases.
- Marketing activities and advertising that make specific use of these neuropsychological phenomenon are more successful and more efficient than traditional ones.