Friday, June 24, 2011

Covert Hypnosis: The Drivers

Understanding Covert Hypnosis is understanding the drivers of human behavior.


You may have less money to spend this year than last.

This makes you even more curious about what drives you to make the decisions you do....why are you spending those precious dollars the way you are?

You, like everyone else, are really 2 people, operating from both your conscious mind and your unconscious mind.

Your old car needed to be replaced. You were thinking of getting a hybrid. But you bought a red sportscar.

You went out to eat with friends and were going to just get a salad. But the smell of the steak on the grill was SO good....

According to Sad Gaad , University Research Chair in Evolutionary Behavioral Sciences and Darwinian Consumption, at the John Molson Scool of Business at Concordia College, there are several drivers for what we buy and his thesis is that they are based on evolution.

1. He thinks we buy that steak for dinner because our ancestors ate cooked meats and that's how they survived. Our logical, conscious mind may say, "A salad would be good for me", but our unconscious mind is saying that we didn't survive for all this time without red meat and plenty of it!

2.Because of the primal need to reproduce, that hybrid car is just not cutting it. Men go for flashy sports cars because they believe they will impress women. Saad says his research shows that simply driving an expensive sports car boosts a mans testosterone.

3. Saad also thinks that men are the overwhelming users of pornography and that this is both evolutionary and of significance to marketers. However, with increasing inroads make by the Internet, soft porn, and using differing definitions of "pornography" might see that gender gap begin to close.

[Gender Differences in Pornography Consumption Among Young Heterosexual Danish Adults
Published online 13 October 2006 Springer Science+Business Media Inc. 2006]

4. Love for our kin evidenced by gift giving. Gift giving is a consumer trend that is not likely to slow....economic downturn or not. Saad states that 10% of what we spend is on gifts for our "kin". It's probably more than that if we expand our definition of "kin" to what Oprah Winfrey called family in this months "O" Magazine...that circle of love where you are accepted for who you are....and she included her pets...


Last year, Americans spent more than 48 billion on their pets (In 2010 $48.35 billion was spent on our pets in the U. S.

That's actually more than the average American family spent on technology last year.(May 24, 2011...Home of the San Francisco Chronicle...The average American household spent $1,179 on consumer electronics last year...).

And its not a big secret why we give gifts to those we care about or to those we want to influence...from time immemorial, it has made us feel good to do so!

Pondering these drivers might make you a better salesperson, marketer, or small businessperson. One of the members of my Inner Circle said that when she realized that buyers bought Workers Compensation Insurance not just as a commodity but to protect the people they worked with every day, their WORK FAMILY, it changed her whole approach to sales and she was much more effective.

There are actually more drivers in your unconscious mind. If you would like to learn about all of them and how to make them work for you go to