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« Increasing the Value of Social Marketing Inside Organizations--A Survey | Main | The Social Marketing Blogosphere is Alive and Well!! »

October 27, 2008


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The assertions about cognitive/affective (and indeed conative) decision making are not surprising.
It is however widespread amongst marketers (shall we say 'non-critical' marketers?) to assume that marketing communications are uni-directional; that is, they convey intended meaning from the sender to the reciever.
Psychology, semiotics and sociology all assert that the reciever is as involved in the making of meaning.
Hence the addicted cigarette smoker is reminded of his reasons for coninuing to smoke by the health warning (think of Festinger's cognitive dissonance, or of Social Judgement Theory).
Likewise consumers frequently report that they are 'not influenced' by communications (including product placement) but brand owners continue to use it within an integrated campaign. And actually that is the point - on its own it may not 'work' (ie a direct causal link with sales cannot be proven) but as a way of cementing a brand as a cultural artefact, it's pretty good. Brands that get talked about are less of a percieved risk for consumers and intermediaries.
Clearly I must read the book too, but I predict that Lindstrom will not be able to make much use of MRI and similar technology to illuminate the 'why' questions, for reasons I'd be glad to expand upon, but I'd be interested to see.
As an aside, I assume you're quoting when you say "9.7 out of 10". Call me a pedant but how can .7 of a new product launch fail? Why not simply say 97%? :-)

Phil Holden


I'm interested in learning more about this book. I still pay attention to marketing placement in movies and ads, but I've never made a purchasing decision based upon it. Since I can't do any non-masters paper reading these days, I will look forward to more on your blog. Thanks for sharing Mike!

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