Tom, a teenager in the 50's, watches a Winston cigarette commercial on television. "Winston tastes good likes a cigarette should
His father smokes Winston cigarettes, he rushes to steal a cigarette from his father. He smoked it, it was the first one. 10 years later he is still addicted to tobacco and is faithful to his favorite brand of tobacco.
In the 70's, Tobacco manufacturers legally obliged to print a warning on the labels that smoking is a health hazard.
Tom's wife asks him to stop smoking, but he can't help it, he smokes on the sly.
Tom's brain is used to tobacco. The brain that is confronted with the same stimulus repeatedly becomes desensitized.
Matching: we buy what we need. Tom can't quit smoking, he needs cigarettes to live normally.
Rebellious: When we are in an unfavorable position our brain tends to rebel. Tom knows that it's not good for his health and that his wife is right, but his brain will make him rebel.
Relative preference: Tom's brain has a pyramid of needs and at the top is tobacco. Listening to his wife is less important than smoking.
Selection: Tom sees Winston cigarettes as the best and it is difficult for him to change brands.
Evaluation of the result : Tom is very satisfied every time he smokes. He has been loyal to the brand for years.
Stimulus: your product causes pleasure and your customer is used to this stimulus.
Matching: your product matches the needs of your prospects
Rebellious: your product does not activate the rebellious spirit of your customer.
Relative preference: your product is at the top of the prospect's needs pyramid.
Selection: your product is the best, no one can find better than your product.
Evaluation of the result: when people finish with your product, they are satisfied.
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