Tuesday, October 9, 2012

Quantum Theory and Its Relevance in the Retail Marketplace

Quantum theory, 1900 brainchild of German physicist Max Planck, is the hypothetical basis of contemporary physics that explicates the nature and behavior of matter and energy at the atomic and subatomic level. Planck was awarded the Nobel Prize in Physics for this theory in 1918 but over three decades multiple scientists contributed to today's concept of quantum theory.

Quantum Theory has spawned alternative reasoning that steps outside the restraints of the traditional scientific method where the end result must be replicated and predictable as we are finding that the idea of result anticipation and intention affects the experiments at the subatomic level.

Intention and anticipation affect the end result due to the individual's action of 'focus' on the atomic structure that materializes and creates the individual's reality in that very moment. Today in economics and the corporate strategy sector of economy development we can look at this intention and anticipation as an opportunity to create the reality for others.

Consider the following psychological stimulants that are traditionally overlooked by interior decorators and marketing strategists. We are stepping outside of the prototypical 'advertisement' and call to action to emotionally entice and lure the customer into the illusion of reality without buyer's remorse or the hard close or frivolous spending on promotional dollars:
i. The psychological properties of color are most obvious and a must when critiquing the buying energy of a retail location. Remember cloth on tables, wall art, wall color should all cater to the induction. What mood are you trying to create? Red caters to physical and in a positive setting subconsciously attaches to emotions relevant to physical courage, strength, warmth, energy, stimulation and excitement but can have the negative affect of aggression, strain and defiance. Yellow caters to the emotional part of the mind and if prompted negatively can stimulate fear, emotional fragility, anxiety and even suicidal tendencies but via positive prompt yellow trigger creativity, friendliness, emotional strength, optimism and extraversion. The list of colors and the psychological components attached to this visual stimulant are endless.

ii. Soothing background music with target directed speakers using auditory healing codes from the Solfeggio Frequencies: 01 = 174 Hz, 02 = 285 Hz, Ut = 396 Hz, Re = 417 Hz, Mi = 528 Hz, Fa = 639 Hz, Sol = 741 Hz, La = 852 Hz and 09 = 963 Hz. Obviously these frequencies work best when applied via stereo headphones but when played beneath a layer of comforting music you'd be surprised how quickly this concept can ease the critical making faculty and turn a 'potential' customer into a 'buying' customer.

iii. Sales associates should be trained to use basic neural linguistic programing as the art of suggestion can go a long way when creating revenue. Associates should be trained to use terms like: "I would like to suggest that _________.", "It's good that_______.", "I wouldn't advise you to ______ until ________." Or "I wonder whether you are aware of ______." Just to name a few.

iv. Know how to read eye patterns of your potential client to measure their level of suggestibility or response. Eyes up to the right is visual recall, eyes direct right is auditory recall, eyes down to the right is auditory playback, eyes down and to the left is feeling (in simplest terms), a client's eyes direct left is auditory construction and up and to the left is visual construction.
v. Mirroring the client is typically a rapid rapport builder, don't be obvious or this method is counterproductive but subtle mirroring is a rapid way to harmoniously mesh with a client and in a short period of time they will be subconsciously mirroring you, then guide them to the purchase. Mirroring is a form of P.W.A or Perception Without Awareness. A fun way to demonstrate the power of P.W.A is to go to a friend or stranger and just say, "I would like you to think of two simple geometric shapes like a square but it's your choice" (more than 80% of people will not even consider a square after this statement). Now put your hands to your chin to make your hand formation look like you're praying, make sure one hand's fingers are in a sloping horizontal position and the other in a circle shape. You want them to see this but don't make it obvious or it loses it's effect; they will see it passively and it will register in their subconscious mind. Then give them a couple more seconds as you keep your hands in that position as if you are concentrating. Then say, 'You were thinking of a circle and a triangle, correct?" You are going to be right 90% of the time.

vi. Texture and feel of a product is crucial and for the relevance of this one should research Harry Harlow's, Wire Mother Experiment where young rhesus monkeys chose the soft terrycloth pg the surrogate mother without the ability to render food over a wire surrogate mother with a sustainable, automated feeding mechanism. The monkey's innate response was to seek out the comfort of texture over sustenance.

We have not even scratched the surface of the subconscious triggers that contribute to optimizing the buying brain but hopefully this opens up a new element to your individualized economic stimulus plan. Stay tuned for more strategies derived from the out of the box philosophy inspired by Quantum Theory.

James Scott is the CEO of Princeton Corporate Solutions, a corporate globalization and political strategies firm, PCS offers a unique blend of think tank, corporate and governmental communication strategies to expedite the facilitation of long lasting relationship building in these necessary sectors. http://princetoncorporatesolutions.com

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