A INTELIGÊNCIA “MARKEMOCIONAL”: A MENTE DO CONSUMIDOR DESCODIFICADA
Autor: Eduardo Silva | Publicado: 2012-02-26T16:24:00-03:00



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Espero que esteja tudo bem contigo!
Sou um profundo curioso de temas relacionados a padrões de comportamento do consumidor, há algumas semanas uma amiga me indicou um texto que falava sobre Inteligência Emocional “I.E.”, conhecia o tema, porém o conceito estava um tanto quanto oculto a minha percepção. 
Busquei o conhecimento e fiquei fascinado, notei que poderia correlaciona-lo com inúmeras outras teorias, pois o campo que o envolve emerge de tantas outras premissas que acaba tornando comum para análises correlatas. 
Com este direcionamento, início a abordagem de hoje fundamentando um pouco da I.E. O que seria a tão mencionada Inteligência Emocional?
Segundo Mayer e Salovey (1997) a Inteligência Emocional envolve a capacidade de perceber acuradamente, de avaliar e de expressar emoções; a capacidade de perceber e/ou gerar sentimentos quando eles facilitam o pensamento; a capacidade de compreender a emoção e o conhecimento emocional; e a capacidade de controlar emoções para promover o crescimento emocional e intelectual.
Este processamento de informações emocionais é explicado através de um sistema de quatro níveis:


Clique sobre a figura para ampliá-la

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 <![endif]-->  Segundo Goleman (1995) “o QI e a Inteligência Emocional não são capacidades que se sobrepõem, mas distintas. Na verdade, há uma ligeira correlação entre QI e alguns aspectos da Inteligência Emocional, embora bastante pequena para que fique claro que se trata de duas entidades bastante independentes”. Mayer e Salovey (1997) dizem também que a Inteligência Emocional não é o oposto da inteligência, mas sim a intersecção entre ela e a emoção. Assim, ela seria uma habilidade cognitiva relacionada ao uso das emoções para ajudar na resolução de problemas; argumentam ser inadequado conceber a emoção sem inteligência ou esta sem aquela trazendo o conceito uma visão integrada da razão e emoção.
Cooper e Sawaf (1997) em seu livro “A Inteligência Emocional na Empresa” destaca o modo de encarar a I.E. atualmente e o modelo convencional (ou desatualizado).

Clique sobre a figura para ampliá-la

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 <![endif]-->  Nota-se uma mudança de percepção, com um modelo que agrega valor e proporciona o desenvolvimento pessoal. Trabalhar os impulsos emocionais não é uma tarefa fácil, porém como fundamentado em diversas teorias acadêmicas, podemos na grande maioria das vezes, encontrar um padrão para criar e estimular as informações ao consumidor. Dando sequência a esta premissa, trago agora outro conceito, o Neuromarketing.
Wilson, Gaines e Hill (2008) definem como a capacidade para avaliar o impacto das comunicações. Não só permitem a investigação através da neuro-imagem, como “ler as mentes” de consumidores com maior precisão, como também lhes permite delinear quais estímulos desencadeiam a excitação, confiança, prazer, isto é, as emoções que levam as pessoas a comprarem. Na medida em que estes estímulos são alheios às características dos produtos, o resultado é uma tentativa de manipular o consumidor e sua decisão da compra.
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 <![endif]-->  O neuromarketing age baseando-se diretamente no funcionamento do cérebro humano no que diz respeito à mente, consciente e subconsciente. O subconsciente, “consciência passiva” capaz de tornar-se consciente, é o objetivo maior de estudo e também é neste nível mental que o “bombardeio” do marketing agirá, pois é o subconsciente que norteia a tomada de certas atitudes que, se analisadas, não conseguem ser explicadas claramente. Saber de fato como atingir o subconsciente e não apenas imaginar ou acreditar que está o atingindo é o que o neuromarketing proporciona.
A partir destas premissas elaborei o seguinte conceito, a Inteligência Markemocional.
A Inteligência Markemocional estimula e potencializa os desejos intrínsecos dos consumidores (subconsciente) utilizando de recursos sensoriais que envolvem o apelo emocional, razão, satisfação e necessidade.
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   UnhideWhenUsed="false" Name="Medium Grid 3 Accent 5"/>   <w:LsdException Locked="false" Priority="70" SemiHidden="false"
   UnhideWhenUsed="false" Name="Dark List Accent 5"/>   <w:LsdException Locked="false" Priority="71" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful Shading Accent 5"/>   <w:LsdException Locked="false" Priority="72" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful List Accent 5"/>   <w:LsdException Locked="false" Priority="73" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful Grid Accent 5"/>   <w:LsdException Locked="false" Priority="60" SemiHidden="false"
   UnhideWhenUsed="false" Name="Light Shading Accent 6"/>   <w:LsdException Locked="false" Priority="61" SemiHidden="false"
   UnhideWhenUsed="false" Name="Light List Accent 6"/>   <w:LsdException Locked="false" Priority="62" SemiHidden="false"
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   UnhideWhenUsed="false" Name="Medium Grid 1 Accent 6"/>   <w:LsdException Locked="false" Priority="68" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium Grid 2 Accent 6"/>   <w:LsdException Locked="false" Priority="69" SemiHidden="false"
   UnhideWhenUsed="false" Name="Medium Grid 3 Accent 6"/>   <w:LsdException Locked="false" Priority="70" SemiHidden="false"
   UnhideWhenUsed="false" Name="Dark List Accent 6"/>   <w:LsdException Locked="false" Priority="71" SemiHidden="false"
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   UnhideWhenUsed="false" Name="Colorful List Accent 6"/>   <w:LsdException Locked="false" Priority="73" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful Grid Accent 6"/>   <w:LsdException Locked="false" Priority="19" SemiHidden="false"
   UnhideWhenUsed="false" QFormat="true" Name="Subtle Emphasis"/>   <w:LsdException Locked="false" Priority="21" SemiHidden="false"
   UnhideWhenUsed="false" QFormat="true" Name="Intense Emphasis"/>   <w:LsdException Locked="false" Priority="31" SemiHidden="false"
   UnhideWhenUsed="false" QFormat="true" Name="Subtle Reference"/>   <w:LsdException Locked="false" Priority="32" SemiHidden="false"
   UnhideWhenUsed="false" QFormat="true" Name="Intense Reference"/>   <w:LsdException Locked="false" Priority="33" SemiHidden="false"
   UnhideWhenUsed="false" QFormat="true" Name="Book Title"/>         <![endif]--><!--[if gte mso 10]> 
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 mso-tstyle-colband-size:0;
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 mso-style-priority:99;
 mso-style-parent:"";
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Pense que em cada compra tivéssemos que conquistar o coração do cliente ao invés de simplesmente vender um produto agregando preço/qualidade. Estes dois fatores são considerados básicos, a razão de atuar com esse tipo de inteligência está em reter e fidelizar o consumidor.
&nbsp;&nbsp;Você é 100% racional ou 100% emocional?
Acredito que nenhuma pessoa possa ser 100% em qualquer lado desta balança que determina os padrões de compra. A final, podemos sofrer influências do momento, de amigos, de tendências de consumo para ficar “antenados” aos novos padrões, etc. Todos estes fatores atuam no momento da compra, é como se um turbilhão de razões te envolve-se e começasse a questionar cada produto mentalmente, e neste momento que este tipo de inteligência favorece a escolha de determinado produto/serviço.
Fatores descodificadores da mente do consumidor:
Entender o que o consumidor deseja      baseado em suas características emocionais “buscar o sonho”; 
Marketing agressivo para emocionar      e criar vínculo com o consumidor “parceria contínua”; 
Escutar opiniões e estimular      sugestões “melhoria de processos”; 
Múltiplos pontos de escuta e      acessibilidade “mapear padrões”; 
Imprimir vínculos emocionais em      propagandas, despertar o interesse e sensibilizar “tornar o subconsciente,      consciente”.

Estabeleço o seguinte fluxo:

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   UnhideWhenUsed="false" Name="Colorful List Accent 1"/>   <w:LsdException Locked="false" Priority="73" SemiHidden="false"
   UnhideWhenUsed="false" Name="Colorful Grid Accent 1"/>   <w:LsdException Locked="false" Priority="60" SemiHidden="false"
   UnhideWhenUsed="false" Name="Light Shading Accent 2"/>   <w:LsdException Locked="false" Priority="61" SemiHidden="false"
   UnhideWhenUsed="false" Name="Light List Accent 2"/>   <w:LsdException Locked="false" Priority="62" SemiHidden="false"
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   UnhideWhenUsed="false" Name="Medium Shading 2 Accent 2"/>   <w:LsdException Locked="false" Priority="65" SemiHidden="false"
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   UnhideWhenUsed="false" Name="Medium List 2 Accent 2"/>   <w:LsdException Locked="false" Priority="67" SemiHidden="false"
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   UnhideWhenUsed="false" Name="Medium Grid 3 Accent 4"/>   <w:LsdException Locked="false" Priority="70" SemiHidden="false"
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   UnhideWhenUsed="false" Name="Light Shading Accent 6"/>   <w:LsdException Locked="false" Priority="61" SemiHidden="false"
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   UnhideWhenUsed="false" Name="Medium Grid 3 Accent 6"/>   <w:LsdException Locked="false" Priority="70" SemiHidden="false"
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   UnhideWhenUsed="false" Name="Colorful Shading Accent 6"/>   <w:LsdException Locked="false" Priority="72" SemiHidden="false"
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   UnhideWhenUsed="false" QFormat="true" Name="Intense Emphasis"/>   <w:LsdException Locked="false" Priority="31" SemiHidden="false"
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   UnhideWhenUsed="false" QFormat="true" Name="Book Title"/>         <![endif]--><!--[if gte mso 10]> 
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 mso-tstyle-colband-size:0;
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O primeiro passo para conquistar um consumidor é entendê-lo!
Cito uma frase de Don Peppers:
“O que vai determinar a sua fidelidade a marca é o relacionamento”
Todos os fatores descodificadores mencionados se resumem a uma única palavra = RELACIONAMENTO. Atuar próximo ao consumidor é o que diferencia as organizações e potencializa seus recursos.
E você, acredita nisso?

Por Eduardo Silva&nbsp;&nbsp;