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Brand, Brain, sell yourself before sell your product "They who…

- - - - Needs Driven
      - External Trigger
    - - Emotional Persuasion
      - Scarcity
  - - - Familiarity
      - Good Product & Relevance
      - Reward as a hook
      - Beyond Novelty
      - Contrast
    - - Availability bias
      - Attentional bias
      - Conformity bias
      - Priming
      - Selective Attention
- - - - Fight
      - Flight
    - - How to develop Trust?
        
        Similarity
        
        Familiarity
        
        Pratfal Effect
- - - - Mencari pattern
    - - filling the gap
      - membangun cerita
    - - Keep Familiarity & seek novelty
  - - - Word Cloud
      - Association Map
      - Marketing is not about stuff you made, but the stories you tell
        
        Produk mencerminkan (imagery):
        
        Idealisme
        
        Belief
        
        Multiple sense (indra)
        
        Trigger Sensory
        
        Saliency
        -> ketebalan/intensitas sensory
        
        Processing fluency
        -> seberapa familiar trigger sensory yang digunakan untuk dikenali
        
        non-conscious
        -> dampak emosional bawah sadar yang timbul dari trigger
        
        First Impression
        -> kesimpulan pada pandangan pertama
      - Pertimbangkan mental state konsumen
        
        Mood & Emotion
        
        Euforia
        
        Happy
        
        Fear
        
        Sad
        
        menutup akses informasi
        
        sensitif ke hal negatif, termasuk brand
      - Norma Sosial & Norma Market Balancing
        
        Humanized Brand
        
        showcasing good stories
        
        brand purpose
        
        Social proof
        
        brand belief
    - - Meaning making
        
        Otak menganggap sesuatu yang tidak punya meaning sebagai sesuatu yang tidak layak disimpan
        
        Asosiasi
        
        cont: harga tinggi = kualitas baik
        buatan cina = kualitas buruk
        penggunaan warna
        
        Personal & Subjektif
      - Indera sebagai trigger
        
        Pendengaran
        
        cenderung memanggil imagery
        
        Theater of Mind
        
        Perasa
        
        Penciuman
        
        paling intrusive, susah dikontrol, sulit dialihkan
        
        secara otomotatiis membuat momen menjadi memorable
        
        Penglihatan
        
        Pengecap
    - - People will forget what you've said, but they will not forget of how you make them feel
      - barang kesayangan (punya cerita kebersamaan)
  - - - Social reward
        
        help others/berguna
        
        paling menonjol
        
        Pamer
        
        like/share/komen
        
        FOMO
    - - social pressure
      - Cek binte\ang & Review/testimoni
      - memilih toko yg lebih rame
      - Buzzer -> Social conditioning
  - - - Different pocket, different spending
      - Decoupling for decision point
        
        e.g: jumlah step user = decision point
      - Framing -> mana yg lebih ditonjolkan
        
        e.g : ongkir ecomerce
      - Pricing Trick
        
        Decoying
        
        Anchoring
        
        Shadowing
      - Pain of Paying
- - - - create like a game logic
      - kecanduan thdp hal membahagiakan ygbaru & tidak diperkiran
  - - - Konteks saat ini
      - Masa depan
        
        Anticipated regret
      - Masa lalu
    - - subconscious
      - Conscious
    - - Harga, quality has its price
      - halo effect
      - Referral & Review
      - perceived risk
      - placebo effect: brand name
    - - Peak effect
      - Peak end effect
      - Kesan pertama
    - - Bounded Rationality
      - decision paralysis
      - too much choice
  - - - Micro Behavior
      - Macro Behavior
    - - Perception of Utility
        
        Emotion
        
        Logical
      - Konteks
      - Framing
      - Relevansi
      - Motivation wave
    - - Sense of control
      - Effort justification bias
      - Fluency
      - Beware of Decision fatigue
        
        Cognitive exhaustion
    - - Anticipated pleasure
      - Anticipated Rewar
    - - Social tribe & Social Pressure
      - Fun theory
      - Rejuvenate source of motivation
        
        Celebration on milestone
        
        Always provide novelty in familiarity