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228 Marketing to Mindstates by Will Leach

The Marketing Book Podcast

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Unlocking Consumer Motivations

This chapter explores the intricate dynamics of consumer behavior, focusing on the significance of understanding the non-conscious influences that drive purchasing decisions. It highlights the distinction between functional and higher order goals, emphasizing the need for emotional connections in marketing strategies. By integrating insights into mind states and core motivations, marketers can better align their offerings with consumers' deeper aspirations and values.

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