By Jason Burnham Article
New keys to mastering consumer perception and behavior
“Recently, it has been scientifically proven that certainty, probability, and possibility are the three most fundamental thoughts humans can conceive. These three cognitive forces determine how we think, what we believe, what will motivate us, and how we make decisions. Although human cognition includes all three thinking perspectives, individuals differ in the degree to which they utilize each – differences that can now be measured and quantified. This is the basis for all communication, learning, and relationship building. It is the blend of these three forces that drive individual needs, perception, and behavior (source: MindTime Inc.).
As a species, we’ve evolved the ability to imagine future possibilities and outcomes, to recall past experiences and learn from them, or to come up with strategies for managing things in the present. This is known as a person’s time perspective. …
Some people are past thinkers — they want verification, they place a high value on customer testimonials, a proven track record, credentials, or the research that went into creating something. As a result of the ability to conceptualize a historical past, people are able to reference, consciously or unconsciously, the storehouse of information that exists in their memories, and collect and analyze new information as needed in order to inform behavior and decision-making.
Other people are present thinkers — they’re interested in how a product or service can help them solve or manage a problem they’re dealing with now. The ability to conceptualize what we think of as the present, individuals are able to develop action plans, structure our environment, and organize resources to execute those plans.
Some people tend to be future thinkers — they look at a product or service and imagine the possibilities it opens up, and how it might impact their life moving forward. As a result of the ability to conceptualize a future that has yet to occur, people are able to imagine an infinite set of future possibilities and engage in creative and innovative speculation that allows them to adapt to ever-changing environmental circumstances.”