Implicit goals are important psychological benefits that we expect brands to deliver. Brands are a means to an end as we seek to achieve active goals. Implicit goals operate in the background and help consumers differentiate brands at an emotional level.
To improve relevancy and willingness to pay it is necessary to increase goal value at both an explicit (product category) and the implicit, psychological level. However, it is the psychological goals that are key to developing a differentiating proposition. See also explicit goals.
Marketing consultancy Beyond Reason have applied findings from both neuroscience and psychological research to create a comprehensive model of implicit motivations. The model has eight motivational themes each of which divides into four motivational categories.
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