The Korea Interview:
Kevin Hogan, interviewed by Sean Yoon, an editor of Unitas BRAND in Korea
The interview with Kevin Hogan
The Questions and Answers
1. By and large, you talk about 'customer's unconsciousness
and the application of it in sales' throughout your books. Did you
have any special motivation to start this study? Namely, why we
should focus on the unconsciousness?
You could make the argument that there are three parts to the brain/mind.
First there is your conscious mind. It is probably aware and probably
makes decisions and thinks. Most people immediately think, "Well of
course!" but the fact is that many, many scientists do not believe
that humans are conscious. For example, you often answer questions or
speak out before you have thought about what you are going to say.
Brain scanning shows that these reactions occur BEFORE the question
or information is processed in the thinking part of the brain. That's
why people often say things they don't "mean to say," because their
conscious mind would never say those things. Certainly most of our
behavior is nonconscious and only occasionally do you "catch up to
your words" and "catch yourself" saying something foolish, wishing
you could take your words back. The part of the mind that realizes
these errors is the conscious mind.
... The second part of the
mind/brain is the unconscious mind. This is a storehouse of memory,
experiences, an ever changing data base of memories that change a
little every time you consider them. Some scientists argue there is no
unconscious mind at all, that there is simply a nonconscious mind. I
disagree. I believe there is a difference because I can retrieve
unconscious memory; I can't retrieve nonconscious instincts, drives
and desires. In my mind, :-), there is a significant difference.
Then there is the nonconscious mind and this is the "plastic
hardware" of the brain. That means you have a lot of desires (sex,
flight from fear, to eat, acquisition, to belong, etc.) that are pre-wired
in to your brain almost at conception....or at conception. That wiring
is not quite like the wiring for your television because it does
reshape itself over time, but not as much as most people wish or think
it might. So you have three parts of the mind: Conscious,
Most of the things I teach are related to the nonconscious part of
the brain. Although I was a Debate Team Member when I went to school,
debate, argument, selling are all conscious mind functions. You are
debating! Those are the kinds of conversations that are interesting
but typically long lasting and non productive.
My work focuses on reducing resistance and lowering barriers in
the nonconscious mind so that people behave without as much fear,
with increased liking for you, and are willing to act more freely
on their positive desires.
Why are consumers addicted to certain brands?...
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