How to use instinctive behavior and significantly increase marketing effectiveness

Focusing on patterns and instinctive reactions is a new way to increase marketing and advertising effectiveness. The reason this targeted promotion works better than its current majority is the way people act and make decisions. Nature has programmed us so that our instincts come first, then our emotions, and lastly our mind.

Instinctive Marketing: It is important to target properly

Lehits marketing works with what people are like. Including instinctive reactions. And this is paying off.

However, modern advertisements usually do the opposite: first and foremost, they come with stimuli that address the gray scale (for more details, see article How instinctive marketing will increase the effectiveness of your ads).

Of course, it cannot be said that current marketing has no influence on instincts. However, it is the most unconscious and, above all, chaotic effect. It doesn’t matter which area of ​​instinctive reactions you’re targeting. Let’s look at a typical example: sexual arousal in advertisements. It is used more often because it can attract attention, especially in men. But if products unrelated to sex are promoted in this way, the results are distressing. The reason is clear: Eat it It interacts as nature programmed it. So he stops being aware of everything around him (including the advertising message) and focuses on the ability to meet the demand raised.

“It doesn’t matter which area of ​​instinctive reflex you are heading to.”

How to Use Instincts in Lehits Marketing

Therefore, the first condition for the successful use of instincts is accurate targeting and selection and use of the relevant area of ​​the product. Fortunately, the world of instincts is relatively simple and we can roughly classify it into the following five categories:

5 areas of instincts

Hunting and gathering

Hunting and gathering comes first, as it is built upon personal survival. It is not just about food, but here we can include all the materials we understand to be important and essential for life. So the hunter and the collector tend to grab everything that belongs to this class, because he is subsequently rewarded emotionally for it. Whenever he felt Lack of living needs, The more he paid after receiving it. We can show this with a simple example: a hungry shopper carries more food in a supermarket trolley than he is carrying more food. However, the good feeling aroused disrupts regret, so the mind comes with a rationale (“I won’t have to go shopping tomorrow” or maybe “a big package that can be more affordable”). So we are moving along the previously mentioned axis which is the instinctive reaction – the emotions – the mind.

Special prices also affect the soil. Clients have the opportunity to get more “food” with less effort. Like when our ancestors discovered more game or fruit than they expected. This is why it is also difficult to minimize these actions, which place an excessive burden on traders and their suppliers. Once the gin has been emptied from the bottle he does not like to return.

So you can use focus on hunting and gathering wherever food, clothing, household equipment and other necessities are concerned, especially in basic and simple form. It’s good for discounts, fast food, cheap used cars, etc …

Maintaining the family

The category Keeping the family includes not only sex but also partnerships and family relationships. It is essential to realize that it is important on the instinctive level above all else High-quality offspringNo short term fun. Thus, both sexes intentionally choose partners according to criteria that do not correspond very much with today’s concept of sex. Perhaps that is why there is confusion and uncertainty in the field of partnerships today. We can also understand that civilization has weakened the instinctive need to preserve and improve a gender for the benefit of other groups. Choosing attractive partners, however, whose characteristics do not guarantee the birth and care of children, falls further into the category of Tlupy, that is, the creation and strengthening of attitudes in society (as you will read below).

Therefore, those selling family related goods should focus on maintaining the family. As I mentioned in the article How instinctive marketing will increase the effectiveness of your adsSurprisingly, it includes drugstore cleaning and washing powders. But also family cars, child insurance, toys, healthy food, etc …


Another important area is social relations, that is, the Tuba. Basically here We’re copying the monkey community model Despite all our words, equality, democracy and freedom, we behave like chimpanzees or other monkeys. Some of us are at the top, others at the bottom, and some seek to change or maintain our position, and others are satisfied with its insignificance, which on the other hand guarantees them security. However, however, we try – quite instinctively – to convey information about our situation to those around us.

“Luxury goods are a symbol of standing in a gang.”

An example of this is luxury goods. People who buy it have no desire to make it cheaper or less visible. The exact opposite. It is a status symbol in the gang. Emphasizing the consumption or driving pleasure in an expensive BMW is a waste of time and money. Note that given the prestige (or rather the symbolism of senior males and females), we’re willing to put up with some discomfort. For example, with today’s “rugged” cars, you can’t park your car easily, and if you leave a side street, few of them will prefer you. They have high consumption and running costs, and usually carry one person. However, the crisis did not endanger their sales in any way (of course, at such a time it is necessary to strengthen their position further). We found a logical explanation – they are said to be safer. In fact, the difference compared to smaller cars is not that great.

So you’ll use focus on relationships in the gang for everything that brings prestige and symbolizes power and status. Or, on the contrary, it represents a safer site in the gang (social networks, clubs, branded clothing with a strong customer segment, lifestyle-focused products. But also, for example, in promoting political parties.

Fight for life

The struggle for life is based on an awareness of safety and danger. Although it may also relate to external factors (elements, etc.), we mainly focus on Social environment. For example: He ate it in front of me and nothing happened to him – so it is safe food. Smile and clap – it’s delicious. To assess whether the person we meet is safe or dangerous to us, we need to assess their body language. And since we are still more protected from outside influences than the risks associated with life in a gang, we are more interested in the human being that way.

For example, if you look at ads promoting HDTV, you will find screens with landscapes, flowers, animals, and athletes in motion, but close-ups are often missing. But do we need to see the landscape more clearly from an instinctive point of view? No, clear details of the face – or even the body – are important to us so we can assess the security situation well.

Are they pulled by the hair and you don’t see why we should constantly look around with apprehension (or expectation) when we have enough other stimuli? One of the eye camera measurements, whose results I could see, addressed the question of what a man was waiting for in front of a supermarket he was watching. Goods that are skillfully placed here? Not so long ago. His gaze “preoccupied” everyone around him, especially the women. Since we are unable to consciously influence where we look, this research is an important statement about instinctive behavior.

In the same way, it was also found that if two men met, they would first automatically They look at the other crotch. It assesses whether he is not dangerous, both from the partner’s point of view and in relation to his position in the gang.

You can take advantage of the struggle for life not only for all goods that explicitly relate to security (alarms, weapons, insurance), but for a wide range of product characteristics (safe cars, homes, investments, etc.).

However, this also includes new commodities and solutions that are unknown in the market, as it is essential to reassure customers that they are safe.

This instinct plays a big role in stores, especially in their doorways and their outward appearance. It should be noted that the client enters her with the same feelings that his distant predecessor does in an unknown cave. For the same reason, men do not like to sit with their backs to the doors or in open spaces – from restaurants to office meetings ( Read also in the article Chaos or order, what wins the most?).


For the class of the universe, there may be doubts as to whether the instincts associated with it are fundamental. Personally, I think so. Concern has always been associated with humans. For example, it has been proven that Neanderthals bury their dead – and we consider them to be very primitive relatives. Therefore, in my opinion, one is instinctively predisposed to respond not only to the immediate surroundings, but also to the wider horizon. Let us realize that there is no person who does not define himself in this field. As many theologians indicate, one Those who claim to be nonbelievers usually believe where what – It is not just an official religion. For example, horoscopes can be found in almost every newspaper today.

Mystery clearly attracts us instinctively. Erik von Dunken’s books instantly became a bestseller, as did the works of his followers. The negative sayings of the scholars, who refute most of their claims, do not change anything. From a consumer point of view, they are of no value because they “know” that transcendent space exists – they just want to know what’s inside. Perhaps here we find points of contact with instincts regarding location in the gang, only in this case we ask about our position with a higher degree.

The universe can focus on suppliers of everything related to religion, the type of literature in question (but also motivational books), and only alternative or healthy lifestyles. This includes everything related to faith, including homeopathy and weight loss products. But also some politicians and artists …


Although you indicate specific use cases for each category, you can define more than one area for many products. However, it provided that The declaration will be consistent. If her “intellectual” or emotional message denies the instinctive influence, the effect will not come.

For example, you can serve a grill so that you focus more on the food, but then the device cannot control the advertisement, but the meat has to be on top. If I target a man (I have brought something important to the family and expect praise from my partner), on the contrary, food will be forbidden in favor of communicating with how necessary the grill is. And if you’re heading to Tlupy, you should definitely emphasize the luxury and especially the envy of the surroundings.

However, many marketers may find it inappropriate to express instincts in advertising. However, the reality is a little different: it is not a direct depiction of the instinctive reaction, but rather its induction. And this can happen in a completely subtle way. Let’s show it with an example from the mentioned article How instinctive marketing will increase the effectiveness of your ads. A woman who bought a new washing powder does not expect a response, especially praise and appreciation, from her friends or children. It has to come from the partner, as we are used to from the time the man went out hunting while the woman was looking after a cave. But what is not acceptable about this change of roles (husband instead of amazing girlfriend)? At most, hard-line feminists can protest, but the declaration will succeed, although there is no direct reference to the old division of roles.

The fear of overusing instinctive reactions in advertising may stem from a well-established viewpoint, expressed as “low instincts”. But this is just the pride of the intelligent monkey, as some scientists call humans. The mind can correct many instinctive urges, but it only does so in severe cases because its capacity is limited. When watching an advertisement, shopping in the supermarket, or talking about merchandise, it usually does not intervene. This is why we act instinctively anyway – so why not use it?

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