Reliable Volvo & prestigious BMW: the hidden associations of car brands
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From the “arrogant BMW driver” to the “safety-seeking Volvo owner”. Clichés or not: car brands secretly have quite an influence on the thoughts that pop into our heads.
Cars are much more than just means of transport. People have – consciously or unconsciously – emotional associations with the specific brands that adorn the steel. From status to reliability and from family to innovation; one look at a car brand activates a rich associative network in our brain. These associations can unconsciously influence our perceptions, preferences and even our behaviour.
But how are all these different car brands subconsciously perceived by the brain? To find out, Unravel Research recently investigated the subconscious brand associations of BMW, Mercedes, Volkswagen, Volvo and Honda using neuromarketing research. In this article, we share the results and answer the question of what the differences in subconscious associations between these car brands mean. And what does your
preference for a specific car brand actually say about you?
Image: an important factor in your brand preference
While one car owner admits that brand image plays a role in brand preference , another claims to base his or her choice purely on functional aspects and sees the logo as nothing more than a meaningless symbol on the car.
Yet brands appear to influence us much more on a myanmar email list 175737 contact leads subconscious level than we often think. This is not only the case in the automotive world, but in many areas. For example, a golf club with the Nike logo on it literally makes us a slightly better golfer, and a Red Bull logo on our gaming sports car makes us drive more recklessly. Brand associations have a subtle but measurable influence on behavior.
Brands also have a significant influence on us when it comes
to the selection process. Unconsciously, brands activate ecommerce marketing: the complete guide to boosting virtual stores all kinds of associations in our brain. Are these in line with the aleart news motivations we already have to buy something? Then there is a big chance that we will go for that option. Someone who is unconsciously driven to increase status will more quickly choose.