Introduction
Mental models are the filters through which people see the world. These models are shaped by the influence of educators, coaches, social culture, and social mores. They manifest themselves through four basic principles of perception: objectivity, integrity, categorization, and constancy.
Studying the users of a product is practically the basis for marketing activities. Mental models can be a powerful tool, but their usefulness is limited by the contexts from which they are extrapolated. It is impossible to rely on one or even a few models to overcome this limitation. Instead, it is necessary to continually build a network of mental models that can be relied upon to make optimal decisions.
The Concept and Formation of Mental Models
Mental models are shaped by human perception. The purpose of the term was to explain the course of human thought, given that people perceive the world through the prism of their mental models. A mental model intuitively understands how an object or system works based on past human experience, available information, and common sense. They are simple expressions of complex processes or relationships. These models can be assembled and used to make faster and better decisions.
Mental Models and Decision-Making Processes
The mental models form the basis of “System 1” in Kahneman’s concept (Johnson & Ghuman, 2020). It eases the mental load of routine activities. The brain quickly filters out familiar tasks and solves them in patterns without extra effort. Based on this system, users choose “good,” “modern,” and “convenient” products for themselves.
However, the formation of mental models is influenced not only by experience with the material world but also by biology, culture, society, and history. Therefore, mental models are similar for different people. Mental models are inherently incomplete and constantly evolving. Mental models never accurately represent an object, but they represent complex phenomena in a simplified form.
Charlie Munger’s Network of Mental Models
It is necessary to refer to the work of Charlie Munger, a renowned lawyer, economist, professional investor, and the right-hand of billionaire Warren Buffett, to gain a better understanding of mental models. In practice, he was convinced that a network of mental models can help find a way out of a complex business situation and predict the outcome of events. The network of mental models enables people to change their perspective on a problem. In any case, only some dilemmas are presented similarly or can be solved from the same perspective. The more mental models are practiced in marketing, the easier it becomes for people to adapt to changing customer opinions.
User Mental Models in Product Design and Development
Understanding how users relate to a particular product will provide a comprehensive picture of what they want and their expectations for a product that is still in development. On the other hand, understanding the existing mental models is necessary for the user’s idea and product. This discrepancy forces the user to reject the company’s product. Of course, standard mental models can be used in the development process. Moreover, each time a new product is used, the experience will be based on previous experiences with similar products.
When creating a product, developers need to think more broadly. The user’s mental model may differ from the developer’s mental model. Companies need to conduct user research and create customer profiles, and then design the product according to their preferences. Additionally, a great option is to test the finished product to ensure the features align with the mental models of the target audience. This fundamental approach to launching a new product will help the company understand and connect with its customers, consider all their needs, and increase conversion rates several times at the start.
Branding as a Tool for Shaping Consumer Mental Models
Buyer bias can influence brand selection. Thus, a potential customer is more likely to choose a product or service from a company with which they or others have had experience, rather than from a completely new and unknown firm. Branding is one way to manipulate customers. Unlike others, companies can use it to maximize the revenue from potential customers for their products or companies. They get people to associate their brand with name, service, design, product attributes, and other things: a “smart” camera, a chocolate bar that brings joy, or a successful person’s fountain pen.
Primary and Secondary Brand Associations
Primary associations are images and perceptions directly linked to the brand, such as the logo, packaging, and price. The consumer can see all these elements; they are quickly remembered and erased from memory if the brand does not interest the person. Secondary associations form an emotional attachment; they remain in the mind for a long time. They are abstract concepts associated with childhood values or established principles.
Marketers work hard to create emotional attachments using various techniques and tricks. Associations stored in a person’s head are combined into a bond. These connections are supported by the simplest marketing elements: the product’s appearance, logo, and advertising.
Brand Perception, Emotional Attachment, and Consumer Behavior
However, the mechanism by which consumers form brand perceptions is more complex than it appears at first glance. Each person can have different associations with the same phenomenon or object. For example, people may react differently to a company’s name. For some, it may evoke positive associations, while for others, it may evoke negative ones. If primary associations can be influenced by prices or advertising, secondary associations are formed individually and can have significant differences between individuals. The manufacturer has only one thing to do: to take brand positioning seriously and consider what the consumer will associate with a particular marketing move to assess the brand’s perception.
Without realizing it, potential customers often want someone to control their preferences. People have less and less time and energy to choose. That is why famous brands are their reference points in many products and services, and an endless stream of advertising. Consequently, by correctly identifying its potential target audience, evaluating their preferences, and creating a simple yet emphasizing individuality, convenient, and affordable offer, the company can achieve at least 80% of the brand’s margin. In addition, it will have consumers, if not forever, attached to it, and it will not have to spend a considerable amount of money on aggressive customer prospecting.
A connection is created in the minds of buyers: a well-known brand, good quality. They believe a product with a brand name is better than one without a brand name. A brand proven over time a priori makes products expensive, and in people’s subconscious minds, they form this attitude: if it is a branded product, it is of high quality. Customers who believe the product is of high quality are more likely to pay a premium for it.
A brand is much more than an original name, a heartwarming story, or a colorful logo; it is the recognizable feeling these assets evoke. A brand has no physical form and exists only in the minds of its customers. Marketers, designers, advertisers, media managers, and many other corporate professionals work hard to create the various components of a brand that shape our emotions and the value associated with it.
The products of a well-known company reflect the human ego and shape one’s perception, as well as the perception of the society in which one lives. People are eager to engage with brands regardless of their social standing. Each brand represents its value and leaves an emotional mark on each person. A person can convey their inner state through branded items, signaling to society how they want to be perceived.
In most cases, brands become recognizable due to a proven reputation. This can be influenced by celebrities who use a given company’s products. Companies can associate products with specific individuals to establish trust and encourage customers to make a purchase.
Color, slogan, name, and visuals are components of brand identity that work together to attract the buyer’s attention. Branded products are more visible on the shelf. They have clear, recognizable packaging that stands out from the rest. Bottles from Coca-Cola, for example, stand out in shape and with bright labels: the red label with white text immediately catches the eye and attracts attention.
Conclusion
Thus, consumers’ mental models are closely related to branding and essential to marketing. Creating specific associations with a product or service is a great way to develop a company. It can achieve significant success and increase competitiveness by evoking people’s trust.
Studying mental models will help companies better understand their consumers and develop products that cater to their desires. Moreover, creating associations fosters the development of new mental models. Experienced brands form customers’ opinions that their products are time-tested and of high quality.
Reference
Johnson, M., & Ghuman, P. (2020). Blindsight: The (Mostly) Hidden Ways Marketing Reshapes Our Brains. BenBella Books.