How Consumers Think: Part 3

by Leon Alexander

Leon Alexander is president of Eurisko, a comprehensive design, consulting and distribution source servicing the salon and spa industry. He holds a Ph.D. in behavioral psychology.

Thank you for all your wonderful reader response on the first two blogs in this “How Consumers Think” series. We’ve covered nueromarketing, mirror neurons, subliminal messaging, rituals and the power of somatic markers. Now, we’re turning our attention to branding, selling to the senses and the color psychology.

Unilever was launching a shampoo in Asia when an employee wrote on the label “contains the X9 factor.” The mistake went undetected by the company and soon millions of bottles of the shampoo were shipped to stores. It would have cost too much to recall the shampoo, so Unilever simply let it be. Six months later, when the company reprinted the label, they left out the reference to the non-existent X9 factor. To the company’s surprise, they soon received a deluge of outraged mail from their customers. None of the customers had any idea what the X9 factor was, but many claimed that the shampoo wasn’t working anymore and their hair had lost its luster. It just goes to show the more mystery and intrigue a brand can cultivate, the more likely it will appeal to us.  continued