Every decision-making process is influenced by implicit motives.
— Prof. Dr. Christian Chlupsa

The assumption

It is generally assumed that most of the consumers’ purchase decisions are the result of deliberate conscious thinking. 

The fact

The human decision making process is dominated by the sub-conscious brain, and responds to implicit motives. We do not perceive it as such because of our introspective limits -we do not realise what happens in the sub-conscious.

The issue

Traditional marketing tends to neglect the sub-conscious, and directs most of the effort towards the conscious brain, but this is not where purchase decisions are made. 
Compare it to an election campaign that neglects the majority of voters, and instead spends most of the campaign budget on convincing a minority of voters. 
This practice reduces ROI and compromises overall performance.

solve the issue

  • Scientific innovation produces implicit marketing methods that are more successful at influencing the consumers’ purchase decisions.
  • Implicit marketing targets the consumers real decision making center: the sub-conscious brain.

The pay-off

  • Increased marketing ROI
  • Improved overall commercial performance
  • Huge competitive advantage





The purchase decision. That mighty moment. The difference between life and death in the commercial arena. Purchase decisions are the single most important aspect of commerce.

A purchase decision, just like any other type of decision, is the outcome of a mental process. The human brain balances the pros against the cons, sometimes emotions interfere a little… Et voila, the purchase decision is made. This -in a nutshell- is the common understanding of the decision making process.


Marketing. The purpose of marketing is to influence the purchase decision. Most marketing practices are based upon a traditional understanding of the decision making process. Consequently, most marketing exercises polish the pros, muffle the cons, sometimes inject some emotions… Et voila, a campaign is developed. 

The outcome of these traditional practices is highly unpredictable. There are more unsuccessful  than successful marketing initiatives. For instance, more than 70% of new product launches by the large corporations disappear in their first year on the market.  In a lot of cases, money spend on marketing is more of a gamble instead of an investment. And there is a good reason for this. 

Imagine that today’s marketeers are 15th century doctors. They have their understanding of the human body, they know what causes illnesses, and they know how to heal the patient. Despite their knowledge, the outcome of the treatments -for instance drawing out "bad blood" with leeches- is highly unpredictable. In hindsight it is easy to see why. 
The knowledge or science on which they based their work was utterly underdeveloped, and based on generalised but wrong assumptions. As modern medical science started to develop, modern methods took over and the impact, success and predicability of treatments increased considerably.

The marketing industry finds itself in a comparable position. Relatively young players on the academic field: cognitive sciences, behavioural economics, evolutionary psychology, etc. accelerate the the science of decision taking or ‘choice architecture’  The discoveries and theories that emerge -specifically the Implicit Motivation Theory- drastically alter the understanding of the decision making process. Often these new insights contradict the basics of traditional marketing. This calls for action.

For commercial organisations it is a challenging situation. Although early adoption of the new science offers significant competitive advantages, abandoning traditional marketing procedures is not an easy process. It is a classical dilemma between promising innovation, change reluctancy and corporate inertia. Consequently, some organisations will be faster than others to adapt, but in the end this science based marketing evolution can not be avoided. 

When science identified bacteria and viruses as the cause of many diseases, new efficient solutions such as antibiotics and vaccines were introduced. Now science identifies the causes and structures of human decision taking and comes up with new solutions to influence purchase decisions more efficiently.

BEYOND REASON is a next generation management consulting service, specialised in the science of purchase decisions, based on Implicit Motives.
BEYOND REASON assists corporations with the introduction of the new science.
Above all BEYOND REASON addresses market research & consumer insights. The research data affects product development, lifecycle studies, marketing and brand strategy, pricing, campaign development & campaign testing.
Real life cases -TVCs in +10 countries, with performance measured by Ipsos & Millward Brown- demonstrate the efficiency of BEYOND REASON.


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