Nowadays people’s behaviour often seems moody, mixed and unpredictable. Socio-demographic attributes and social affiliations often fail to provide answers when it comes to understanding and influencing purchase decisions, brand choice or media usage.
Nowadays people are more than ever preoccupied with situational circumstances, which in turn impact on their psychological mind states. These mind states reveal themselves openly at weddings, the cinema, weekend shopping trips, barbecues or when people are feeling love sick. They involve emotions, required behaviours and product attributes.
Mind states also play a role in how consumers use brands and media. These are often hidden and less consciously perceptible, but nevertheless no less influential. Indeed mind states often provide the best and most reliable means of aligning marketing and communications strategies.
More than 15 years ago, rheingold developed the concept of Verfassungsmarketing, a methodology it continues to practice at successfully at rheingold salon. Moreover, Verfassungsmarketing has also influenced the scientific understanding of target groups and is still the subject of publications and graduate papers.
“In German brewery pubs even women who would otherwise tend towards abstinence or vegetarianism, drink beer and eat red meat.”
“Mind states shape our behaviour and perceptions: We behave very differently when we are shopping at the butcher than we do when we are getting married. But at the butcher or at our wedding we are also very similar.”