Seducing the Subconscious: The Psychology of Emotional Influence in Advertising, by Robert Heath

Former ad man Heath re-directed into an academic career to follow his hypothesis that advertising does not change our behavior through the classic persuasion process of attention-information-desire-action, but uses low attention processing and nonconscious processes to leave its mark.

We discussed Heath and  his unique take on advertising in this blog post. In this book he sums up over a decade of research.

Favorite quote:

  1. Oxford Dictionary defines Intuition as “the ability to understand something instinctively, without the need for conscious reasoning.” And that's how we feel when we use our intuition: we understand which product to buy even though we can't rationally explain why. In reality, the reason we think we understand what to buy is that over our lifetime we have laid down hosts of emotional markers that are now resident in our subconscious and capable of being covertly activated.

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