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The Psyche of the
Digital Consumer
We ALL have a story to tell… but we
don‟t always choose to do so
However, the story we
cannot avoid telling, is
the one that our…
BODY
inevitably narrates
Not all narratives
are happy…
We repress the imperfect,
vulnerable part of our
lives.
….We cannot give birth to
ourselves.
Our emergence out of the
shared physical space is
never absolute…
Separation-individuation
…is an extremely
complex process
What makes us aware
that we are….
BEINGS (in a body)?
1) The early gazing-relationship
2) Skin to skin contact
(m)other
(m)………other
We are the „subject‟ of the
other‟s gaze
TRUE-Self
FALSE-Self
mother
other
Enter
the
world of
digital
media…
….our bodies know
NO boundaries
….our psyche knows NO limits
The role digital media
plays in our lives is that
of the…
(m)„OTHER‟
….we become freed from the
idea that birth is destiny
….we begin to see our bodies and
psyches as negotiable works in progress
We begin to believe
we can Redesign
ourselves at will…
Reclaim our
bodies…
…giving
BIRTH
to ourselves
virtual reality
can fuel
omnipotent
fantasies…
…virtual images of
the transformed
self…
can give rise to
pseudo
representations
of a pseudo-self.
Our biggest
challenge…?
…Digital consumers
are being perceived
as a growing
NUMBER…
A measurable
metric
“Twitter has over 500 million active
users as of 2012…. generating over
340 million tweets daily…. and
handling over 1.6 billion search
queries per day… Facebook has over
one billion active users….
trillions of e-mails sent, millions of
apps downloaded…. footage
uploaded….”
Ray Kurzweil: The Secret of Human Thought Revealed
“2045 will give birth to Singularity – a time of total
transformation, in which we will have near-infinite
intelligence at our disposal…merge with our computers…
cast off our bodies… extend our lives…”
We haven‟t
(& will not) suddenly
become a newly
evolved species..
Consumer 2.0…
With a USB port
behind our head …
emitting a quiet hum
as we go online…
We are… and will remain… what we always were
Beings in a body & subject to the (m)other‟s gaze…
The numbers are large because they are simply a
new manifestation of old human truths.
How to connect
to the psyche of
the digital
consumer…?
empathy +
experiment
… Empathic marketing
for the digital consumer
5 tools for success
…. Create a HOLDING environment
…. Risk showing your TRUE self
… allow opportunities for SERIOUS PLAY
Parent
Adult
Child
… Decode Transference to your brand
Going on BEING…
5-KEYS to empathy
cognition
emotionpersonality
sensation
behavior
5KEYS
cognition automatic thoughtsAttitudes, images, beliefs, cognitive distortions
Current thoughts Evidence for Evidence against Desired thought What must change
HOT thought
affective statesMoods, feelings and intensity
Current emotions
Evidence for Evidence against Desired emotion What must change
HighestCHARGE
emotion
physiological states
Observable bodily response
Current sensations Evidence for Evidence against Desired sensations What must change
BURNINGsensation
sensation
Current personas Evidence for Evidence against Desired persona What must change
EMERGENTpersona
predisposition
Temperament, proclivities, cultural context
personality
Actions/Reactions
Current behaviors Evidence for Evidence against Desired behavior What must change
DOMINIANTbehavior
behavior
“Our body always bears the trace of
the (m)other.
It is the site where we negotiate the
meaning of sameness & difference.
Facing the reality of the body &
psyche… means taking ownership of
its desires & limitations.
Of course, death is the ultimate
„otherness‟….
When we have to hand it all back.”
Dr. Lemma
For more information please contact:
Ms. Batool BatalviSB&B Research
Suite# 400133, Charles St, East
Toronto, ON M4Y 0A2Tel: 416.417.4559
Email: [email protected]
thank you
CONFIDENTIAL – THIS DOCUMENT IS THE PROPERTY OF SB&B RESEARCH
DO NOT COPY OR DISTRIBUTE WITHOUT PERMISSION
Presented: nextMEDIA Dec 3, 2012 The Carlu Toronto
