Kognitive processer og markedsføring

Ina Tuchel & Charlotte Juel Dall Olesen

Student thesis: Master thesis


It is hard to dissemble a world in which products sell themselves. In a world like ours, where the competition on the marked is tight and products can easily be substituted with other products, it is crucial to market products with commercials that should not only address consumers’ needs, but also appeal to their lifestyle and culture. Although we get exposed to ever increasing amounts of commercials we are not always conscious about the advertisements, surrounding us in our daily life, and do not realize how commercials can affect our consumer behavior unconsciously. Marketers today are still relying on well-known consumer study-methods that are often ineffective and antiquated. These methods can lead to misinterpretation of consumers’ actions, thoughts and result in ineffective marketing campaigns and loss of strength on the marked. Throughout years marketers have tried to make marketing strategies more efficient and with the tool of mental stimulations, including cognitive processes, they thought they finally found a strategy they could rely on, in order to be able to peak in consumers’ hidden thoughts to determine commercials impact on the human mind. We became curious in how far cognitive processes can be reliable and therefore be applied and used in marketing, which made us eventually choose the objective of our master thesis lead us to the following problem statement: How can cognitive processes be applied in marketing of products on the Danish marked? On the basis of a thorough evaluation of among others theories about myths, signs and symbols by theorists such as Saussure, Barthes, Cooper and Brandt, we analyzed four different commercials shown on Danish television, and presented the same commercials to several focus groups. The results of our analysis, the evaluation of the used theories and our focus group research, were used to discuss the possibility of using the knowledge about cognitive processes in marketing products on the Danish marked. The results of our research let us conclude that it is well possible to use the cognitive processes when market products on the Danish marked. It is important to notice that traditional techniques have to be used combined with general knowledge regarding cognition, but the consumers’ cognitive processes have to be acknowledged as well. Marketers have to be aware that their own unconscious thoughts are influencing the way they choose to market a product as well as they have to be conscious about how cognitive processes are affecting consumer behavior. Unfortunately, the usage of cognitive processes, as a tool, in marketing and consumer research, is very time-consuming and until now still very expensive. Even though the Danish marked is quite small in respect to other European markets, it still can be very complicated for companies to reach the consumers. In order to solve this problem, it is important to utilize the knowledge of consumer’s cognitive processes. This requires companies to improve the internal and external knowledge sharing, and with that eases the problem of collection and processing data. Companies, who consider choosing a cognitive approach towards marketing, should conduct a thorough marked research that focuses on the company’s former, present and future product areas. It is essential that companies who choose to work with a cognitive approach towards marketing, have to be prepared that cognitive marketing, until now, is hard and demanding work, since it requires large amounts of thorough collection of data in order to create a satisfying marketing campaign.

EducationsMA in International Business Communication (Intercultural Marketing), (Graduate Programme) Final Thesis
Publication date2010
Number of pages111