In turning to unconscious mind, we can rely on the principles of work we know. It is sometimes difficult for us to understand consciously how many things work successfully under the guidance of unconscious mind.
Making patterns out of incoming information, our brain can cope with seemingly quite complex tasks much more successfully if a task to bypass the conscious mind is set beforehand.
The range of application of this approach can be very broad: from the study of new languages and up to a vest, which will give users something useful when converting incoming information.
At the same time, being aware of the way our brain processes this or that information, we can prevent many undesirable consequences.
For example, it is well-known that in the US, the sale of weapons increases after particularly significant and widely media-covered cases of using weapons with a negative outcome. People want to protect themselves in such a way.
A similar situation was described by Nobel Laureate in Economics Richard Thaler in his book ‘Nudge’. The purchase of earthquake insurance increases drastically after earthquakes occur in this region.
Our brain evaluates the probability of an event in a way usual for us—with the help of emotions. In most cases, involving emotions is rather good, especially for our brain and its energy consumption. But in some cases, the maximum withdrawal from the situation and the logical approach to it help a lot.
After all, even in seemingly most serious situations, decisions are made on the basis of an emotional approach rather than logic.
It is hard to realize that you have no free will. On the one hand, we really have an opportunity to partially control our decisions. And we have to be responsible for our actions within these limits.
However, we should also be aware that there is a big difference between our being free to touch our neck and being free not to buy a specific emotionally-attractive product. Nevertheless, until now, the same logic continues to be used for so different actions in many cases.
Moreover, one instantly forgets about his/her free will, when he/she is in a dry heated room on a winter evening, and his/her neck gets itchy. The next thing he/she knows, he/she has a wound on his/her neck. And afterward, he/she experiences great difficulty to restrain himself/herself from aggravating the wound, preventing it from healing. That’s the freedom of the will.
In the behavioral economics, there is a division between a cold and a hot state. The difference between these two states is simple but significant:
1. In a cold state, we use conscious mind and can think of, for example, tomorrow’s dinner in a restaurant logically. Before planning our dinner, we already had time to eat, so we approach the considering what to order tomorrow quite practically.
2. In a hot state, we use unconscious mind. We came to the restaurant after a hard day and last time we ate was at breakfast. Our brain goes mad because of an empty stomach, and in addition, lack of energy adversely affects the work of the prefrontal cortex.
At this moment, we think anyway but logically. The hot state becomes the reason for a large order, which we can hardly eat, and moreover, will pay for it with fatty deposits.
Economist George Loewenstein named this state a hot-cold empathy gap.
As you can understand, this state is applicable to many life situations. Especially when it comes to addictions or hormones driving our brain crazy so that we can’t control ourselves.
How does this apply to sports?
As I described before, one can put fans in a controllable state using a certain set of actions. This is achieved by creating situations that require high energy consumption.
The most effective and simple-to-implement thing to do in this case is to create a stressful situation. However, in such a case, we face the imposition of negative emotions on the team’s brand and the place where the game is played.
This is a good method of influencing guest fans, that is, consumers, with whom you do not have to build long-term relationships. Or maybe your positioning, on the contrary, suggests creating a bad attitude toward your brand from the fans of another team?
This is how they create fundamental competitors. In so doing, they earn additional income on people in a hot state, whose brain will require replenishment of energy after the stress they’ve suffered, namely food and beverages.
This is one of the simplest and most obvious opportunities to take advantage of understanding both cold and hot states, as well as the role of the brain prefrontal cortex in influencing our decision-making process.
Leon The Alien